A young South African film and commercials maker has pulled off a coup for our local industry by winning the contract to produce a funky and edgy video ad for BMW China.
Egg Films’ Kyle Lewis, 34, said the ad – conceived by BMW China’s agency, Juice, with post-production by Maya Productions in Beijing – was created to appeal to upwardly-mobile Chinese professionals between 23 and 30 years of age.
Shot in Beijing and Shanghai over four days with director of photography Stephane Vallee, “BMW Jackson Wang Beemer Ride” features Jackson Wang, one of the biggest recording artists in Asia.
Kyle Lewis, centre, explaining a shot to an actor.
Lewis said that “it’s definitely not easy to break into the Chinese market, but in this particular case BMW wanted something with a music video tone and a hip-hop element which I have a lot of experience in”.
“They took a chance with me and I am so grateful for it.”
The Chinese and South African markets could not be more different in general, he said.
“The music video tone is something very new for the market in a commercial tone. China has developed its own unique perspective by cutting off Google and social media. Overall, the influence from the West is minimal and as a result has created a unique style and perspective that I think is forward thinking and not so conservative.”
He added: “South African advertising is a lot more open to artistic expression, but having said that I think the Chinese market is evolving and pushing boundaries never seen before and it was so exciting being a part of that.”
Lewis said his previous campaign for BMW was in South Africa, called “Ungovernable”, and “we pushed boundaries a lot more than I did in China”.
“South Africa is a massive influence on the rest of the world and we take such big risks, I am so proud to work in South Africa and be a part of that innovation.”
Ever since he first saw the behind-the-scenes from the movie Jurassic Park at the age of eight, Lewis has wanted to be a filmmaker.
“From there I never stopped making films or plays on anything I could get my hands on. Film for me is where I feel most confident. I love horror movies, I’m a complete addict.”
He said China is “absolutely mind blowing when it comes to technology and communication”.
“It’s truly inspiring; from the tech used in their massive skyscrapers, down to the smallest tech in their smartphones. The future of tech is there and it’s apparent. South Africa is by no means lagging … it’s just different.”
Kyle Lewis.
There were challenges making the ad, because “it’s a completely different way of working there”, said Lewis, adding that because he was working with “some of the best crew in China, I was in such good hands, it made the challenges that much easier”.
The Chinese experience had helped him grow his craft, said Lewis.
“South Africa has some of the most talented artists globally so I believe more and more international companies are going to be dipping in the filmmaking pool in future.”
For more news your way, download The Citizen’s app for iOS and Android.
Download our app and read this and other great stories on the move. Available for Android and iOS.
