"The core idea of connection is what attracted me to the job. It’s such a relevant and everyday idea, where the older generations (like me) frown upon the youngsters constantly being attached to their tech. But it is the future, and we are literally watching the evolution of our species," says Slim.

Exposure’s Rory O’Grady shot the ad, which was art directed by Keenan McAdam and edited by Joe de Ornelas at Left, with Wondermerk adding all the filters and effects.

"We made an early decision in the treatment stage to work hand-in-hand with Graeme Carr and the champs at Wondermerk. We wanted the digital effects to create a feeling of modern technology throughout and to add a sense of energy and colour to the contemporary summer feel," adds Slim.

Cell C – #ConnectYourWay


"Rather than going the typical, traditional post route, we wanted to rather utilise tech-savvy digital designers and motionographers. We feel that their unique style has added an interesting, not-so-common digital look to the ad in a world where digital glitches and effects are already becoming quite overused," Slim says.

Left reinvented their post-production workflow for the collaboration. "We literally had a rough edit approval with Joe at Left, then we moved him to live with the post guys at Wondermerk for two weeks to create an easy-access, back-and-forth process between the two departments, which are usually very separate," adds Slim.

The ad includes cameos from a host of Cell-C sponsored celebrities, including Miss South Africa Demi-Leigh, Nel-Peters, Bonang Matheba, and Babes Wodumo. Nola Williams says she had fun with the wardrobe, which was sponsored by adidas.

"We tried to deliver every aspect of our lead character’s life through the view of her cellphone – literally the view of how we now all interact and experience a saturated social experience through our devices," says Slim.

"We wanted to have a fairly chaotic and energetic narrative, an almost visual assault of our lead’s life through her phone to visually juxtapose the sentiment of her generation being ‘so disconnected.’ To keep this frenetic montage of moments coherent and in line with the treatment, we kept returning to the core narrative thought – what would we see ‘in a day in the life of our lead’s phone?'" concludes Slim.

#ConnectYourWay was conceptualised by 1886, with Stuart Stobbs as executive creative director and Caroline Crowther producing for the agency.

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