HELLO_COLAB wins Brutal Fruit TV campaign for Africa, new work

HELLO_COLAB has landed Brutal Fruit’s new Africa-wide ‘Pink Table’ campaign, producing a TV commercial, more than 300 images, 24 dedicated social videos, traditional billboards, a 3D billboard and multiple edits for just about every screen you can think of.

Brutal Fruit ‘The Pink Table Limited Edition Can’

Founder Marcus von Geyso and Head of Production Lerinne De Waal have spent the past two years filming and creating content for Brutal Fruit’s ‘Spritzer Saturday Brunch’ and ‘Pink Table’ events, often producing and flighting social assets while the events were still happening. “That work built a great relationship with the brand team and showed them the quality we could deliver under tight timelines and production constraints,” says Marcus. “So when Brutal Fruit’s global team and Amsterdam-based agency WINK needed a South African production partner, the local team put us forward. They knew our work and trusted us to take it on.”

Behind the Scenes – Brutal Fruit ‘The Pink Table Limited Edition Can’

The campaign is a limited-edition promotion encouraging friends to bring the ‘Pink Table’ experience into their own homes, getting together over Brutal Fruit and creating that same sense of connection.

Directed by Marcus, the film captures the easy chemistry of a group of friends over Brutal Fruit. Casting women who already knew one another helped him find the smaller, unscripted moments that make the friendship feel real.

But for HELLO_COLAB, the bigger story is how all the work around the film was produced. “We’ve always believed that modern campaigns shouldn’t be produced channel by channel,” says Marcus. “Brands need one production partner that understands how a TVC, TikTok, billboard, stills and event assets all need to work together, and we can plan for those outputs from day one.”

HELLO_COLAB leaned into its collaborative production model, bringing in specialists across film, photography, social and outdoor and building them around one tightly planned shoot. Rather than shooting a TV commercial and relying on cutdowns, or scheduling a separate shoot for the rest of the campaign, HELLO_COLAB planned every deliverable from the start. “Because we’re usually the ones shooting the extra assets around an event or campaign, we know exactly how to prioritise everything on a shoot day, not just the hero film,” says Lerinne. “Here, the TVC, social videos, and photography for print, outdoor and 3D billboard all had their own shot lists and their own place in the schedule.”

Brutal Fruit ‘3D Billboard Mock-Up’

“That is the thinking behind HELLO_COLAB’s production model,” says Marcus. “Assemble the right people around the brief, plan every channel from the outset, and build an entire campaign’s worth of content as one connected production.

All in a day’s work.

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