LucidStateCase study / 2024
A complete sporting world built without voice-over.
Two 30-second commercials and eight stings used a collage-inspired multimedia style to connect Takealot with SuperSport Schools.
01 / The challenge
With no voice-over, narrative had to come entirely from pictures, rhythm and camera movement. Multiple sports and products needed to feel like parts of one coherent journey rather than a sequence of disconnected scenes.
02 / The approach
LucidState combined flat graphics, photography and 3D space, using camera choreography to move through sporting categories and mirror the customer journey from choosing a product to receiving it. The system then extended naturally into 15-second social executions.
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Capabilities