2023
Wilderness Brand Film
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TOURISM SERVICES Promotional Film
Synopsis
The Wilderness brand film is a call to rediscover your senses. It is a reminder that there is a world waiting to be explored, far away from the pressure and monotony of daily life. A world so untamed, unfenced and unpredictable. A place so wild and free that in the process of visiting these remote corners of the Earth, you might even end up rediscovering yourself. Our brand anthem forces you to wake up. To open your eyes and realise that mother Earth is right here, calling for you to connect. To connect with the people in your life that you hold close, connect with nature and to even connect with yourself. The concept of senses visually lends itself to a visceral visual experience, making it feel like every sight, every touch is one of your own. It captures the beating pulse of these magnificent places and the custom score marries high-energy electronica with traditional African folk rhythms that takes you to the very beating pulse that is Africa. The 1.22 min long film is a visual and auditory journey that creates powerful resonance with existing and new audiences alike. An audience that are hungry to rediscover the world around them. To be anywhere but in the familiar and stifling encounters of home. Wilderness offers the antidote with bespoke safari experiences that both thrill and restore. The Wilderness brand anthem is a dynamic film that gives viewers a taste of the sensory explosion you get when travelling to these vast and untamed places on Earth. It is shot in a subjective manner, allowing the camera to have a unique perspective and strong point of view. The shots are framed to make the camera part of the action rather than as a cold observer. It is designed to appeal to our audience’s emotions, creating a sense of poetry and stirring of feelings. The film is making use of speed ramping and dynamic transitions like match cuts and wipe cuts and it is filmed with the camera always moving, allowing us to create a sense of perspective, forward motion and flow throughout the piece. It was shot in three locations across 16 days (Botswana, Namibia and Rwanda) by a small expedition production crew. Voice-over and the diverse talent pool were sourced from Cape Town.
| Country | South Africa |
Client |
Wilderness |
| Production Company |
N/A |
| Agency | N/A |
Goals of the film
The film was launched in conjunction with the Wilderness rebrand. A new logo, visual expression system and art-direction had been created to better position Wilderness amongst competitors and to stand the test of time ahead of a global expansion. The goals were to challenge the norms and conventions of how people view safaris – as something tame and relaxing. To fully immerse them into the iconic destinations in our portfolio and to realise what an adventure it is to travel to these places. An experience that involves your heart racing, your blood pumping and that a safari is full of adrenaline and thrills, not just aimed to an aging demographic. With global expansion, we also wanted to put Wilderness on the map. Raise awareness of a heritage brand that has been setting the standards for conservation tourism for decades. A company full of passionate people, all thriving towards the same goal of protecting Earth’s last remaining wild places. The Wilderness brand film is a call to rediscover your senses. It is a reminder that there is a world waiting to be explored, far away from the pressure and monotony of daily life. A world so untamed, unfenced and unpredictable. A place so wild and free that in the process of visiting these remote corners of the Earth, you might even end up rediscovering yourself. Our brand anthem forces you to wake up. To open your eyes and realise that mother Earth is right here, calling for you to connect. To connect with the people in your life that you hold close, connect with nature and to even connect with yourself. The concept of senses visually lends itself to a visceral visual experience, making it feel like every sight, every touch is one of your own. It captures the beating pulse of these magnificent places and the custom score marries high-energy electronica with traditional African folk rhythms that takes you to the very beating pulse that is Africa.
Target Group
Our brand film targets both existing and new Wilderness travellers. It is aimed at the adventure seeker, the conscious traveller and someone who is looking for something unique, rare and irreplaceable. Our audience is looking for destinations that give them exclusive access to the farthest-flung parts of the Earth, that seek out uncommonly intimate encounters with nature. They see travel as an investment in themselves, a way to unlock new parts of their identities and better understand their nature. They are curious and educated travellers who seek a true understanding of new places that introduces them to new cultures, traditions and customs. Our audience want access to the real version of nature and culture – unfiltered. They want to experience it comfortably but in its raw capacity, all theirs for true exploring. They expect experiences that are one-of-a-kind, promising sights and stories that are genuinely rare and unrepeatable.
