Viceroy Global Brand Manager, Renato Santana, explained the brand’s positioning: “As the world constantly changes, so do our habits, and the way we connect with each other. That’s why Viceroy, which has a rich heritage and celebrates over a century of tradition, prides itself in still remaining relevant across the generations.”
With this in mind, Adams created a punchy, diamond-infused film that appeals directly to a more youthful, yet still sophisticated and proudly Kenyan market.
“Inspired by the diamond-patterned ‘cage’ encasing the bottle, we wanted this ad to celebrate the kaleidoscope of forces – natural, cultural, social – that influence and shape Kenya today,” said Adams.
“With so many visual elements at play, it meant the hard work was all in the post production. Buying into our vision, the post-production team of Stephen du Plessis (2+3 Post Productions), Blake Prinsloo (Static Black) and Nic Apostoli (Comfort & Fame) put in an outstanding effort. Each shot had to be meticulously designed and choreographed to work in the diamond template so that, although busy, the uniform structure and sequence holds the viewer’s attention without becoming overwhelming,” he said.
“It’s also important to mention the excellent craftsmanship of both Kezia Eales (Art Director) and Fabian Vettiger (Director of Photography), and to thank the team at Singh&Sons... for having us dreaming in diamonds for weeks!”
View the ad here: https://player.vimeo.com/video/312087175
Creative Director: Roger Paulse
Creative Director: PJ Kensley
Senior Copywriter: Liora Friedland
Senior Art Director: Annie Klintworth
Account Director: Kate Bailey
Agency Producer: Julie Gardiner
Production House: Egg Films
Director: Robin Adams
Director Photography: Fabian Vettiger
Production Art Director: Kezia Eales
Production Producer: Kerry Hosford
Executive Producer: Colin Howard
Editing Company: 2+3 Post Production
Editor: Stephen du Plessis
VFX Post Production Static Black - Blake Prinsloo
Post Production: Comfort & Fame - Nic Apostoli
Original Composition: Say Thank You - Simon Ringrose
Original Artwork: WiseTwo