Africa’s leading line-production company African Fixer fueled Coke Studio’s success, uniting global brands with African creativity, expertise, diversity and magic!
Bringing Creativity and Diversity to the Forefront of Africa’s Media Production
In an era of dynamic global advertising, the fusion of cross-cultural collaborations and borderless creativity has become paramount. Within the realm of producing captivating TV commercials, music videos, documentaries, feature films, reality shows, and other media content across the vivacious African continent, a standout line production company emerges: African Fixer. Renowned for their exceptional prowess and an intimate understanding of Africa’s diverse landscapes, African Fixer has been instrumental in catapulting brands like Coca-Cola into the spotlight of the region’s dynamic creative sphere.
African Fixer’s Craftsmanship and Partnerships
African Fixer is far from your typical service line production company. Their forte lies in streamlining the production process for international filmmakers and agencies aiming to shoot in various African countries. Armed with an extensive network and a keen understanding of local intricacies, they seamlessly navigate potential challenges, ensuring shoots unfold seamlessly.
When Coca-Cola, a global icon, decided to amplify its music platform, Coke Studio, to a worldwide audience, African Fixer was the first choice for production needs. Spearheaded by Ogilvy South Africa, with Hogarth Worldwide serving as the production house, African Fixer, true to its reputation, meticulously orchestrated the production process by collaborating with some of Africa’s preeminent music stars and directors.
A Celestial Endeavor
The Coke Studio venture was nothing short of ambitious, spanning two African nations – Nigeria and Egypt. In Nigeria, African Fixer worked alongside a roster of musical luminaries including Young Stunna (South Africa), Khaligraph (Kenya), Nikita Kering (Kenya), Mayorkun (Nigeria), and Buju (Nigeria), all emblematic of Africa’s rich musical tapestry.
In Egypt, the team collaborated with Ahmed Saad (Egypt), Anas Benturquia (Algeria), Mok Saib (Algeria), Rym Fikri (Morocco), and Zouhair Bahaoui (Morocco), a collective testament to the musical brilliance of North Africa.
The resultant music videos and TV commercials were a testament to enchantment. Supported by the global might of Coca-Cola’s partner, Universal Music Group (UMG), the artists’ talents were magnified, yielding results that enraptured audiences worldwide.
Local Synergy for Global Impact
African Fixer took immense pride in aligning with Coca-Cola’s vision for the project. The beverage titan stipulated that local crews, encompassing directors, DOPs, art departments, and more, should spearhead each country’s involvement. This approach not only bolstered local creative ingenuity but also infused authenticity and cultural richness into the project.
Meticulous collaboration between the agency, client, and local team resulted in a triumphant three-week shoot, yielding eight mesmerizing music videos and two captivating TV commercials. In addition, African Fixer masterfully captured behind-the-scenes footage and still photography, further capturing the vibrancy and energy of Africa’s music scene.
Coke Studio: Where Real Magic Unites the Globe
Coke Studio is not merely a music platform; it epitomizes Coca-Cola’s global brand philosophy of “Real Magic.” The platform celebrates diversity’s vibrancy and music’s unifying power. The launch of “The Conductor,” a global film under Coke Studio’s banner, serves as a quintessential example. It spotlights a collaboration between seven breakout artists from diverse corners of the world, reimagining the iconic Queen track, “A Kind of Magic,” through their distinct styles, spotlighting the allure of multiculturalism.
A Seamless Partnership For a Flourishing Tomorrow
The synergy between Coca-Cola, Ogilvy South Africa, Hogarth Worldwide, and African Fixer reverberated as a colossal triumph. The project’s adept fusion of global talent and local creative minds yielded an extraordinary outcome that captivated audiences, amplifying the essence of African music.
The visionary Durand Le Sueur, the driving force behind African Fixer, stands poised for an optimistic future. With Africa’s continual evolution as a creative nucleus, he envisages more global brands choosing the continent for production. The success of ventures like Coke Studio underscores Africa’s boundless potential, with African Fixer positioned as the vanguard, ready to usher in more brands and filmmakers to Africa’s vibrant landscapes.
As Coca-Cola’s global music platform continues its expansion, the world eagerly anticipates more magical collaborations fueled by the authentic magic of music, diversity, and African Fixer’s expertise. This partnership underscores that when brilliant minds converge, the result is nothing short of extraordinary. Here’s to more music, more magic, and more captivating voyages across Africa’s resplendent terrain!
About African Fixer:
African Fixer is a distinguished line production company specializing in facilitating film and still service productions across the diverse and culturally rich African continent. With an unwavering commitment to simplifying the production process for international filmmakers and agencies, African Fixer has established itself as a trusted partner for executing seamless shoots in various African countries.
About Coke Studio:
Coke Studio is a groundbreaking music platform that transcends borders and cultures, celebrating the unifying power of music. Born from the creative spirit of The Coca-Cola Company, Coke Studio brings together artists from around the world to collaborate, create, and share moments of musical magic. With a digital-first approach and an ever-present ethos, Coke Studio offers emerging talents a unique platform to showcase their artistry to a global audience.
