'Isibaya' rocks, according to fans

15 May 2015 - 02:19 By Staff reporter

Isibaya is at it again. Forty-five seconds is all it took for Mzansi Magic to entice devoted fans of the show to reach for their smart devices and set social media abuzz following the latest promo for season three of the popular TV series.It was conceptualised by advertising agency Black River FC, directed by Tebza Malope of Bomb Commercials and edited by Melanie Jankes Golden of Deepend Post Production. The outcome? A fast-paced story that explodes onto the screen."Isibaya is really such an institution in South African television and when you are creating a promo for one of the country's most loved programmes on the channel, there is a huge responsibility," said Ahmed Tilly, Black River FC executive creative director."It was really important that what was reflected in the promo needed to show the characters accurately as the viewers know them so well. This is, of course, a very different process to writing a normal television commercial."The promo also relied heavily on the collaborative process between the agency creatives, writers, director Malope and editor Golden."When I explored the central themes of the narrative I knew that the relationship needed to be at the heart of it all and through the camera movements, the pacing of the edit, and the sound design we were able to maintain the emotion of the love between the two protagonists in the series," revealed Malope.Isibaya is set against the backdrop of the taxi industry, with two young lovers torn apart by a century-old feud between two powerful families.Essentially, the director needed to ensure that viewers connected to the characters and plot on an intrinsic level, and ultimately this has seen an incredibly positive response on social media. ..

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