We spoke to the always incredibly cool and charming Jabu on a call all the way from Berlin. The Romance Films director flew to Germany to judge the Porsche Awards, but plot twist, KLM delayed her flight by 48 hours and she missed the ceremony #SABOTAGE! Nevertheless, we were lucky enough to virtually catch up with her while she was spending a few days in Berlin.
Q: What drew you to the ‘10% Millionaires’ script?
Jabu: This is very much the kind of work I care about and believe in. I feel like I went through a very similar journey as the characters in this commercial. Wanting to follow my dream and make the sacrifices to do that was something that my family might not have understood at the time. I was excited about the opportunity to look at where my generation wants to go, but also where they are now and celebrate both those moments. The commercial was about showing the journey before and after, but also that you can be in those two places at the same time. I was so excited to see a bank go in this direction, a really cool and relevant piece of communication.
Q: The entire crew and cast were under the age of 25, how did that come about and what was the experience like?
Jabu: It was really important to me that the cast authentically reflected the generation and the people that the ad was speaking to. I wanted the cast and crew to fully understand TikTok and the transitions I would be using, this is something that made the entire process so much easier. I feel like most young people are ready for the camera by now, because they’ve been performing for their phones since they were like 12 years old, so the young cast were all absolute naturals.
It was also really important to me to work with my DOP Jason Prins on this. We share a similar background and work ethic and I knew he would be the perfect collaborator for this spot.