Dani Hynes directs brand films for ambitious new ABSA website

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Egg Films’ Dani Hynes wrote and directed nine short films for ABSA’s new My Moments website, as part of one of South Africa’s most ambitious online brand film campaigns so far.

Base2 put the films at the center of the My Moments website, which is structured around life’s most significant events, like starting a family, getting married and retiring.

Executive creative director Jacque Matthee briefed Dani to expand on how life’s big moments connect with ABSA’s impressive collection of products.

Her films each capture a day in the life of ordinary South Africans trying to cope with a significant turning point in their lives.  Featuring warm, natural performances, the films are reminders that life’s big financial events are also life’s big emotional moments. Both funny and moving, the films give viewers an intimate glimpse of the next stage of their lives they need to prepare wisely for.

Juggling nine interlinked storylines while generating over 30 minutes of usable footage a day is not for the faint-hearted: Dani compares it to “landing 75 aeroplanes at once.”

For Dani, the films delivered so far are just the beginning. “You need to think of it like a Lego box,” says Dani. “As requirements come up, we’ll go back into the footage and keep drawing from it. We might even add a new Lego piece or two, but we never have to start from the beginning.”

This was Dani’s second job with Base2 and ABSA, building on the success of their ABSA Save for Change music video with Jeremy Loops. She is currently working on their new campaign for ABSA Wealth.

“The level of trust we’ve established has been amazing,” says Dani. “There are not many agencies or clients who give me that level of freedom.”

See all nine short films in context at www.absa.co.za/mymoments.

View more of Dani’s commercials, brand films and music videos at http://eggfilms.tv/south-african-commercials-director/dani-hynes/.

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