You Remember Yours
Nelson Mandela Children’s Hospital
The Challenge
The Nelson Mandela Children’s Hospital in Johannesburg wanted to create a TV commercial that could change the donation habits of inherently skeptical South Africans. In order to accomplish this, the hospital’s agency (Cossette) proposed creating a spot that relied on authenticity. The challenge to create something genuine on a reduced non-profit-organization production budget fell upon Hot Docs Studios, our South African production partner Giant Films, a new mother, and her newborn baby.
The Solve
Among other things, documentary filmmakers are known for making connections with real people and doing more with less. We took a budget that would barely cover the cost of a typical one-day commercial shoot and stretched it to five. Having more shoot days was essential for the director to forge a bond with our stars, who were all real people, and capture raw moments that conveyed love, tenderness, and gut-wrenching terror and sadness.
The Solve
To find our 8-month pregnant superstar subject, our team at Hot Docs Studios and Giant Films had to dig deep. Our extensive casting process spanned hospitals, new-mother support groups, and prenatal classes across Cape Town and Johannesburg. Once we found our performers, it was essential that our director spend time with her to strengthen their rapport and build the trust needed to get a compelling performance. We did away with b.s. and fluff. The footage we shot was honest and candid, and felt that way to the audience. The result was something authentic, raw, and moving.
