“Historically speaking, infomercials are repetitive and staid,” explains Suhana Gordhan, Creative Director for Black River FC. “But for these infomercials, the brief was for us to be entertaining, make waves and have fun.”

By adapting a motivational video by speaker, pastor and author, Mark Gungor explaining how men’s and women’s brains are wired differently and then aligning this to how 1st for Women insure women, the agency turned the whole format on its head.


“The biggest challenge was to take what Gungor says as he references a male and females bust on stage and then visually imagine what the inside of these heads would look like,” continues Gordhan. “As Masters are renowned for their 3D work, we briefed them on the project and they came to the party with their first treatment!”


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“By taking cues from what Gungor says and using these as reference points we were able to take the viewer on a first-hand exploration on the differences between a male and a female’s mind.” comments Roger Smythe, Johannesburg MD of Masters & Savant Worldwide. “Due to the longevity of this campaign, we also built in many layers to give viewers a new experience every time the infomercial is seen.”



“From the word go Masters showed us they completely understand the concept and were able to create the inside of the heads in a visually, beautiful way. The finished product had such polish and creativity that the client was overwhelmed.’ concludes Gordhan.

To view the infomercial, please visit:
www.mastersandsavant.com/project/1st-for-women-tale-of-two-brains.