NATIONAL NEWS - A young South African film and commercials maker has pulled off a coup for our local industry by winning the contract to produce a funky and edgy video ad for BMW China.
Egg Films’ Kyle Lewis, 34, said the ad – conceived by BMW China’s agency, Juice, with post-production by Maya Productions in Beijing – was created to appeal to upwardly-mobile Chinese professionals between 23 and 30 years of age.
Shot in Beijing and Shanghai over four days with director of photography Stephane Vallee, “BMW Jackson Wang Beemer Ride” features Jackson Wang, one of the biggest recording artists in Asia.
Lewis said that “it’s definitely not easy to break into the Chinese market, but in this particular case BMW wanted something with a music video tone and a hip-hop element which I have a lot of experience in”.
“They took a chance with me and I am so grateful for it.”
The Chinese and South African markets could not be more different in general, he said.
“The music video tone is something very new for the market in a commercial tone. China has developed its own unique perspective by cutting off Google and social media. Overall, the influence from the West is minimal and as a result has created a unique style and perspective that I think is forward thinking and not so conservative.”
He added: “South African advertising is a lot more open to artistic expression, but having said that I think the Chinese market is evolving and pushing boundaries never seen before and it was so exciting being a part of that.”
