Orijin strikes the right note
A striking commercial for a new alcoholic drink called Orijin has been much talked-about recently, as the soundtrack plays as important a part as the visuals. From Johannesburg-based Riverstone Films, the spot is for Diageo and aimed at the growing West Africa market.
The spot is brief but visually stunning, as the camera settles on various percussionists and musicians – all set against a building soundtrack of electronic sounds and West African drumming.
The 45-second spot was commissioned by DDB Johannesburg, and marks the launch commercial for the new drink. It was made by Jeremy Holden, commercials director at Riverstone Films.
Holden was keen to find unusual locations for the commercials, and finally chose to build a set within a disused cooling tower near Soweto for the majority of the shoot, with the final scenes filmed in an upmarket bar.
He said of the shoot: “Our aim was to mirror the fusion of traditional and modern intrinsics in the brand, with arresting imagery that explored these themes. As such, the traditional drums and percussion featured in the spot are augmented by modish beat musicians. Their performance together generates some state-of-the-art visual effects as an embodiment of African spirit.”
Alun Richards of Cut & Paste Generation composed the soundtrack and the team at Kwazi Mojo did the soud design and final mix.
You can see the trailer here.