The Brief
The creative concept was built around the idea of a beautiful and loved family home left in decay due to a struggle to pay for their inheritance.
Jess Lupton and Paul Shiakallis’ creative focused on shaping space to evoke memories through the use of various staging and props. They blended family memorabilia with items that are no longer useful. The sets were styled to represent what is no longer present by intentionally leaving spaces empty, requiring the viewer to fill in those open spaces with what they remember from their family home.
Credits
Agency
Client
Momentum
Marketing manager Momentum Myriad
Marie Van Schalkwyk
Head of Momentum Trust
Jeffrey Wiseman
Group Chief Marketing Officer
Nontokozo Madonsela
Momentum Brand Head
Charlotte Nsubunga-Mukusa
Campaign Manager
Kamohelo Gordon
Agency
Brave Group
Executive Creative Director
Vanessa Pearson
Senior Art Director
Letsholo Kgosimore
Senior Copy Writer
Leago Sehere
Account Director
Nicholas Bastiaanse
Business Unit Director
Thandi Mphahlele
Account Manager
Noxolo Greaver
Production Manager
Michelle Lyne
Production
Producer & Art Director
Jess Lupton
Photographer
Paul Shiakallis
Digital Assistant
Donovan Marais
Lighting Assistant
Alfred Sehloho
Senior Styling Assistants
Carel Combrinck
Schalk Myburgh
Props Master
Sandile Maseko
