Although the ‘Add Hope’ campaign was done over 3 years ago, we just had to include it. It might not be quantum mechanics and the theory of relativity, but for Jono it was one of the most technically rewarding and challenging of his career. From sourcing the drawings from over 200 children in the Add Hope program to shooting shots with elements that weren’t even there and getting the characters to change mid shot. What’s even crazier is that none of the children’s drawings were ever changed, rather just bent and manipulated to ensure authenticity.
Jono: ‘1Life was also one of the most brilliant briefs and the most terrifying. House of Brave had written an incredible script with an astounding voice over. They essentially said that they wanted the ad to start with a man going into a hospital and end with him meeting his granddaughter, it was up to us to decide the middle.’
That’s basically any creative’s dream and worst nightmare all at once! The result saw Jono and his team travelling down to Port Elizabeth, a stone throw away from Jono’s hometown of Grahamstown. With the help of a self-made camera rig they filmed whatever came along their journey that would be relevant to the story.
Jono: ‘We wrapped 1Life on the side of the road in downtown-industria in Port Elizabeth… in peak traffic… on a Friday afternoon! The whole crew had to be in different parts of the country the next day. Yeah, that felt like conquering Everest.’
iDidTht: ‘So what’s harder, that kind of hustle or working with kids in the Wonga spot?’
Jono: ‘Working with kids is like riding a tiger by the tail. You have to have a sense of the kid and the energy you want in the casting, because when it comes to being on set, they’re pretty much gonna do what they wanna do. You just have to ride the tiger and hope you cast right.’