Shoprite

INSTANCE.

Hair & Beauty Campaign

Embracing the concept of alchemy, where particles evoke a sense of magic and ancient elements, we explored a world where a single particle can transform into millions. The sky's the limit when particles are the core concept—they fluidly morph from everyday objects to abstract representations of data. The style and technique remain grounded even as the particles continually evolve, taking a journey from their initial movement to radical explosions. The technical challenge was ensuring these particles could seamlessly transform from one form to another while maintaining an exact count.

Dineo Moeketsi, a high-profile South African celebrity known for her flawless beauty and radiant personality, was the perfect choice to represent Shoprite’s Hair & Beauty campaign. We went all out with a stylized, graphic treatment, using girly colours and bright neon flowers as backgrounds to showcase the star.

Lighting changes served as smooth transitions between scenes, providing a clean and sophisticated way to introduce products in the retail section. Working with Dineo was a delight; her vibrant personality shone through in every scene, making it clear why she's so beloved by South Africans.