27 May The MMAD series by The Greenhouse
New Cape Town Agency, The Greenhouse, had reason to celebrate last Friday. The six strong team had just settled into their new office in Upper East Side, Salt River when they found out their first ever entry into the Creative Circle Ad of the Month had won the TV/Cinema category.
The ads form part of a campaign for MMAD, an online shopping application for mobile phones. The campaign stands out in the saturated TV sector because it adopts an unusual approach. In essence they follow the style of a sitcom series.
Director of the series, Hylton Tannenbaum of Bioscope Films explains, “With the popularity of series’ such as Seinfeld and Californication, we wanted to take a similar approach – a string of mini episodes with a central character. We shot on a set of similar scale to Seinfeld and using three Canon 5D cameras we were able to enhance the multi camera sitcom feel.”
Darren McKay, from The Greenhouse, has 17 years of top agency experience under the belt, including 6 years working in some of London’s best agencies. He combines this with a passionate and talented crew from Red & Yellow and AAA advertising schools.