Xiaomi South Africa ‘Xiaomi: Deniece März”
IDIDTHAT Craft Awards November 2024 – View Showcase
ABOUT THE WORK
This piece was part of the launch of the Xiaomi 14T in South Africa! Designed with the idea to highlight young DJ Deniece Marz, we wanted to showcase her and the device as centrepieces of elite innovation.
While many might not know her – that’s the point. The entire campaign focuses on Xiaomi’s desire to show us how innovation comes from anywhere and anyone, and if this brand is the underdog infiltrating the market and breaking ground, then we aimed at centring this around someone doing the same in the music space.
JUDGE’S NOTE
We created this piece with the idea of sound becoming the very heart of the film. From the beat she plays in the eerie and moody opening seconds, we reverse engineered the music, sourcing, arranging and chopping the music to what we blindly captured and recorded on set.
From the banging on the speaker to the tapping pen, all these elements mould together and crescendo perfectly before you even notice it, and that was the vision from treatment to the final delivery. We had no idea what the final track would be, we created a beat on set and then let the thrilling edit find its most natural self.
This is where craft truly took its own form, while the spotless camerawork and Deniece’s endearing and powerful performance make this piece really compelling, simple but undeniably captivating!
