Using a much-loved science fiction franchise as his inspiration, Johnny Cohen of EyeMagnet developed a concept for Angel Shack where their GameChanger range of office furniture – in the form of a gigantic Transformer-inspired robot – makes its way through the Johannesburg CBD pursued by a determined SWAT team, until it arrives at its final destination – the GameChanger showroom.

The commercial was shot over two days with a film crew and a radio-controlled helicopter fitted with a camera, supplied by the crack team at Visual Air Production, which specialises in aerial photography and video. The intention was to emulate the blockbuster production style that viewers are used to seeing on the big screen, while demonstrating the furniture range’s remarkable ability to take the shape of almost any office environment.

Directed and shot by Cohen, the commercial is a combination of live action and computer-generated images that were created and animated by the team at Blade Works, led by Shaun Froneman, while the compositing, finishing and visual effects supervision were handled by Jean du Plessis of Blade.

The combination of high concept and big screen entertainment value is sure to generate the kind of media attention for Angel Shack and GameChanger that a landmark product range deserves. The advert is currently on rotation on CNBC. To view it, click here

For more information, visit www.angelshack.biz.