Arcade Content and Egg Films’ directors have five nominations in the Branded Content and Online Video, Audio and Music categories at the 2015 Bookmarks, South Africa’s premier digital awards.
In all, Arcade Content and Egg Films’ directors worked on six nominated campaigns, which are up for a combined 24 awards.
“We launched Arcade Content last year because we saw the need for a division specializing in brand films and other content that falls outside the realm of traditional TV commercials,” says Colin Howard, MD of Arcade Content and Egg Films. “We’ve worked hard to understand and deliver what digital agencies need. Being part of six nominated campaigns at The Bookmarks excites us that we’re moving in the right direction.”
Arcade Content director Rob Smith is nominated twice in the Branded Content category. Rob is up for his brand films for Sanlam One Rand Man and Johnnie Walker King of Flavour, which is also nominated for Use of Online Video, Audio and Music. Rob directed King of Flavour just before joining Arcade, while One Rand Man was his first Arcade job. King James and Punk were behind both campaigns, which are up for a combined 11 awards.
Egg Films’ director Terence Neale is also nominated in both the Branded Content and Use of Online Video, Audio and Music categories, for Skittles’ Smuggle the Rainbow. Taste the Rainbow campaign. The DDB SA campaign has seven nominations overall.
Arcade Content director Lebogang Rasethaba and Egg Films’ directors Dani Hynes and Jason Fialkov also worked on three other nominated campaigns.
Lebogang directed the Adidas Unite Joburg brand film for the twice-nominated Publicis Machine campaign; Dani directed the appeal video for Lowe & Partners Get Me To 21 campaign; and Jason directed the commercial for Isobar’s triple-nominee Smirnoff Explore The Night.
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INTRODUCING ARCADE CONTENT
ARCADE is a division of Egg Films that produces content that falls outside the realm of traditional TV commercials. This includes brand films, web series, music videos and more. We are breaking the mould of commercial filmmaking with a more minimal, guerrilla style of shooting but with all the backup of an established production company.
We are no longer constrained by how long or short content needs to be, freeing us to focus purely on engaging and entertaining a specific target audience. In today’s world of super-short attention spans it’s all about making content that audiences want to watch.
Branded content isn’t going to replace traditional advertising any time soon because it’s not at the frontline of selling, but it is filling that essential and bountiful space between the hard-sell and the consumer’s emotional breeding ground.
Arcade represents directors Lebogang Rasethaba, Rob Smith and Kyle Lewis. Egg Films’ multi-award-winning roster of directors is also available for any work aligned with Arcade’s style of producing content.
Arcade handles productions of any size and budget with creative skill and vision, collaborating with agencies and clients alike. The only thing we don’t do is TV commercials; that we leave to the other guys – Egg Films. Lebogang will continue to produce commercials through Egg Films.
Arcade is owned by managing director Colin Howard, director Lebogang Rasethaba, and producer Will Nicholson.