Creative Director

Television-led, integrated brand campaigns crafted for South Africa’s most loved brands.

sprite

Your Thirst Comes First
Objective Position Sprite as the ultimate summer thirst quencher.
Strategy When the heat of summer is so intense, a man will do anything to cool off with a Sprite.

SPRITE Qed’ ukoma

Objective Introduce Sprite Zero to South Africa’s Gen Z.
Strategy Localize Sprite’s global “Sprite Your Thirst” with the isiZulu phrase “Qed’ ukoma” meaning “end thirst”—to root the brand in authentic language, music, style and culture of street life.
Execution Gqom and kwaito beats drove the rhythm; township fashion, street food, and dance spoke their language.
Campaign celebrated street culture through events and experiences.

BLACK CAT PEANUT BUTTER

Power to the little people.
Objective Drive demand for South Africa’s favourite peanut butter among parents and kids by reinforcing its physical and mental benefits.
Strategy Show that Black Cat doesn’t just build strong bodies — it fuels sharp minds too.

DEBONAIRS PIZZA ‘BOYFRIEND’

Objective Show how the Awesome Foursome pizza can accommodate anyone’s tastes, whoever they are.
Insight Dads don’t always approve of their daughters’ romantic choices.
Strategy Tap into the universal tension of introducing someone unexpected to your parents — and position Debonairs as the pizza that brings everyone to the same table.
Execution Quietly groundbreaking for a leading South African brand.

Mrs Balls Chutney

Objective Reignite love for South Africa’s iconic Mrs Ball’s Chutney by reminding people that no meal feels complete without it.
Strategy Show how Mrs Ball’s turns any meal you like into one you love.
Execution A 30″ spot set to “Me & Mrs Jones” personified South Africans’ affection for the chutney, turning everyday dishes into declarations of love for Mrs Ball’s.
The campaign ranked among Kantar’s Top 10 Best-Liked Ads.