The Roast needed to feel distinctly South African, but still true to Pearl Thusi’s presence, personality, and cultural weight. The challenge was finding the balance between playful provocation and genuine respect. It had to have bite, without losing the reason she was worth celebrating in the first place.

We built the full identity and campaign around Pearl’s personality, creating a visual world that felt bold, local and full of character. From the scripts to the design, animation, digital rollout and live event graphics, everything worked together to hold that balance.

The result was a campaign that stood out within the Roast franchise, earned a Silver award.

*If your company collaborated on this project and you’re not featured, please contact studio@ididthat.co and we’ll help you become a member.