Incommon’s director Retang Sebeka cleans up with character-driven Handy Andy for Machine_
Incommon’s latest campaign for Handy Andy sees director Retang Sebeka take everyday household mess and push it into slightly absurd territory, turning chaos into a string of funny moments driven by nuanced comedic performances where the characters are given room to breathe. Retang’s playful, slightly offbeat tone is something we’ve spoken about before, and with this campaign, he’s now stepping confidently into performance-led storytelling.
When we first introduced Retang last year, we described a director who was playful, visually sharp, and slightly off-centre, with a photographer’s eye and a directing style that leans into character, timing, and a quietly dry sense of humour. This campaign builds on that foundation but adds something important: control over performance and tone at scale. There’s confidence here in the casting, in the pacing, and in knowing when to push a moment and when to hold it back. Even in a functional category, the work chooses character first and lets the product follow.
Handy Andy ‘Seems Like a Miracle’
Handy Andy’s latest campaign saw Retang shoot six films produced across two days. The campaign was originally briefed as stills accompanied by short content pieces, but Retang saw an opportunity to let the visual play out in film too – a natural approach for a director who is also a photographer, shooting both the film and the stills himself and thinking about them as part of one cohesive visual language.
“I wanted the work to feel technically sharp, but also genuinely funny to watch, with performances that have personality and a slightly offbeat energy that people would relate to. This campaign only works if the performances land, so it was about creating a space where the cast could play and find those small, funny moments that make the scenes feel relatable and memorable.”
Working alongside Machine_, the campaign ultimately took shape as a 30” main film supported by 15” cutdowns, built around character-driven performances and richly detailed environments that make the mess feel believable and the clean satisfying. That braai grid looks legit dirty! The lighting was an intentional craft decision between Retang, Creative Director Roderick Laka and DOP Jason Haji-Joannou, moving away from the typical over-lit look often seen in the category and instead leaning into warmer tones and natural shadows to make the environments feel more lived-in.
Handy Andy ‘Seems like a Miracle’
15″ Cutdown – Kitchen Spray
Handy Andy ‘Seems like a Miracle’
15″ Cutdown – Window Spray
Handy Andy ‘Seems like a Miracle’
15″ Cutdown – Cream
“Working with Incommon made what could’ve been a taxing shoot and arduous process simpler and easier. Thanks to their multidisciplinary approach as a production house, from being able to shoot footage to handling stills and more, all with craft in mind,” says Jabulani Sigege, Group Executive Creative Director at Machine_
The 30” main body brings the individual scenarios together into one cohesive piece, and it’s proof that even in a product-heavy space, you can still prioritise feeling, texture, and craft without losing brand messaging. Nice job team!
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Contact Incommon Productions
Executive Producer & Founder: Tidimalo Motlhamme
tidi@incommon.productions
+27 (0) 73 585 7326
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Produced by the IDIDTHAT Content Studio
Credits: Anne Hirsch (Writer) / Julie Maunder
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This editorial was commissioned by Incommon Productions.
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