Arcade Content’s Lebogang Rasethaba directed Ziyabanda, a brand film about the first track made at -2.5°C, for Castle Lite, the only beer lagered at -2.5°C.
Shot in Johannesburg, the Ogilvy & Mather Cape Town music video features South African hip hop star Stilo Magolide from Boyzn Bucks rapping over some – literally – icy beats from Say Thank You, who make music out of just a beer opening and ice being manipulated at sub-zero temperatures.
Lebo’s made his name on music-driven, branded content documentaries, but working with ice as the co-star was a new challenge. “Ice is ice, a thing,” says Lebo. “I’m known for my capacity to connect with people, but with ice, I couldn’t rely on charm or any other personality gimmicks. I was working with such an unpredictable medium, a medium that didn’t care about me or my bigger purpose about optimistic narratives about South Africa. This piece is purely craft and technique. I want to be a complete filmmaker and this piece shows that I am growing – it’s good to know for myself on a personal level that I can do stuff like this too.”
Ziyabanda was shot by Rory O’Grady and edited by Julian Redpath.
The song is available for fans for free download.
Check out Lebo’s reel here.
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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.