CITRA
From the first conversation
to the finished film.
What does it look like when a brand works directly with a production partner?
Without a traditional advertising agency.
Our recent collaboration with Citra is a good example.
Citra uses its own building technology to open up new possibilities in how homes are designed, built and lived in. Our film explored that promise: the freedom to live differently.
What started as a conversation about making a brand film became a journey through strategy, creative development, production and post-production.
This is the story of how we got there, the people involved and the decisions we made along the way.
It started with a conversation.
When we met Joel, Citra’s co-founder and CEO, his ambition for the brand and openness to collaboration stood out.
That willingness to listen, challenge and work together shaped everything that followed.
A brand film was the starting point.
Citra came to us with ambitious ideas for a brand film. As we got to know the business, we saw an opportunity to sharpen the brand’s story before shaping the creative.
Getting clear on what we were trying to say.
Together, we clarified Citra’s story and what we wanted it to achieve, creating a shared strategic foundation to guide the creative.
Where creative thinking meets production thinking.
With a clear strategy and brief, we gave ourselves room to explore creatively, while bringing budget, timing and production realities into the conversation from the start.
Together, these helped shape the strongest idea and the best way to bring it to life.
The right people make the difference.
We brought together an agile, experienced and creative team whose collaborative spirit and shared vision allowed just the right amount of flexibility on the day.
Rex Truter
Nelis Botha
Ruan Kotze
Tommy Le Roux
Bringing it all together.
On location, the story took shape through the family’s performances and the details we captured, with natural movement and fluidity echoing the freedom of form Citra’s building technology makes possible.
From an ambition to a finished film.
The finished film brings a human perspective to Citra’s building technology, showing how a family moves through and experiences the spaces it makes possible.
Good work starts with good relationships.
The people
behind the film.
- Executive producer
- Rex Truter
- Director & editor
- Nelis Botha
- Director of photography
- Ruan Kotze
- Copywriter
- Tommy Le Roux
- Production company
- The Video Cartel
- Post-production
- The Video Cartel
- Audio post
- Pressure Cooker Studios
- Colour grade
- Kyle StroebelMushroom Media