Director: Pete Pohorsky

Art Director: Kezia Eales

Client: Dairy

Shot in Salt River Studio, Cape Town

This commercial had to be shot in one day, so the challenge was creating scale and a variety of locations. Each runway show was designed around the looks provided by the costume department. All of “Labels” are very tongue in cheek and poke a little fun at the world of fashion. We chose the colour palette, corporate ID’s and had to create a show that was quick enough to change between shots.

“INCOGNITO”, “MIRUKU YAMAZAKI”, “RESTRICTO” – I love creating fake branding and corporate design when it adds to the humour of the story and serves the narrative.

It was shot in a documentary style, so we had to create interview locations. They were built right next to each other, these were able to be shot while we were swinging the fashion show sets.

We created:

• fashion design studio
• red carpet area
• backstage make up area
• editors office
• stills studio
• runway sets