The Project: A campaign for the Israeli office of Hong Kong-based cell phone company Orange.

Ad Agency: Young & Rubicam/Shalmor Avnon Amichay, Tel Aviv

Production Company: Tel Aviv-based Paradiso was in charge of the shoot, with Ayelet Minachemi directing. Paradiso brought the project to 10-year-old South African production services company Moonlighting, which has offices in Cape Town and Johannesburg.

The Mandate: The spots required pristine beaches and vivid blue water, and, by extension, hot, sunny weather, which was unavailable in Israel this time of year.

The Solution: Paradiso producer Ariel Pridan says South Africa provided not only the necessary weather conditions, but crew costs that would amount to about half of what it would have cost to shoot in some parts of Europe or the US. A key crew person in South Africa earns a rate of about R1100 per 10-hour day, the equivalent of about US$200.

Moonlighting producer Bev Green says shooting in Mozambique is somewhat more expensive than in South Africa, due to the necessity of chartering travel and the practice of quoting in US dollars. But it was less expensive than it would have been in the other locations considered: Mauritius or the Seychelles. The three-day shoot took place on an archipelago off the Mozambique mainland, on the islands of Bazaruto and Benguerra. Gear for the shoot was flown or trucked in three days in advance and transported via barges to the islands. Crew stayed on the islands, as well as the mainland, and Green says it was a Planes, Trains and Automobiles-type scenario coordinating transport every day. Green says Mozambique is developing its tourist infrastructure, including new resort facilities, and the country is becoming more popular with commercial clients, due to its striking geography. While the commercial infrastructure in the area is rudimentary, the production received help from local people, including laborers. Green points to another valuable resource: Mozambique-based production manager Melissa Thorn, who works on film production in the area and speaks the local language. The Orange shoot employed a crew of about 40 people, including talent, and a large complement of gear, but Green says going minimal is the optimal shooting situation for the area.

Paradiso is one of the largest production companies in Israel, and has an office in London. The shop, which has five directors on its roster and three full-time producers, produces about 50 commercials a year and does a large amount of international work.

Agency Credits:
Chief Creative Director: Gideon Amichay
Creative Directors: Yoram Dambinsky, Yoram Levi
Copywriter: Tzur Golan
Art Directors: Zohar Na'amam, Shay Green

WEB.FILES:
Moonlighting: http://www.moonlighting.co.za