When the agency briefed us on creating a 30 second TV commercial for AfriSam A1 All Purpose Cement, it was decided that to best showcase the product, we would focus on the beauty of cement as a medium. The TVC takes the viewer on a journey through a cement environment with typographical treatments illustrating the product’s properties. Particular attention was paid to two key qualities, namely, that it is eco-friendly and gets stronger than ordinary cement.


Client: AfriSam

Agency: Promise

Executive Creative Director: Marc Watson

Creative Director: Thembalethu Msibi

Creative Director: Matt Martin

Account Director: Michelle Anderson

Copywriter: Daniel Druion

Art Director: Jonathan Auret

Design & Animation Director: Hilton Tennant

Producer: Tarryn Gargan

Design: Tennant McKay & Givan Lotz

Animation: Tennant McKay, Jonathan May, Raphael Bick, Harold Courchay, Nick Kogel, Johan Scheepers & Michael Clark

Compositing: Tennant McKay

Final Mix: Audio Militia