Fausto Becatti is the projects director at Picture Tree. Their commercial is the result of the excellent teamwork between Becatti and Mike Sharman, MD of Retroviral.

"Mike approached me and asked for something striking, but simple, something that would convey the core values of Retroviral,” explained Becatti, “He had the idea of a desk and a piece of paper, and I grew that idea to incorporate the other elements that you see in the final piece. Mike's energy is contagious and he is fun to work with because he's open to new ideas, and I love to keep things in camera and work organically, so it was a great fit.”

“Mike works in the world of the intangible, it's hard to visualize the networks he plays in, so it was interesting to try and translate that through the physical media we used in the video. Often an idea starts on a piece of paper in a coffee shop, and very quickly makes its way into the cloud with a few clicks and taps. The corporate results/showreel can be a boring prospect; however I think we managed to inject a fresh and unique perspective on it," said Becatti.

Sharman agrees.  “Last year was a big year for us and I wanted to say that, but with more brand emphasis than team emphasis. We wanted to brag but in a non-wanky way,” said Sharman. With over 2,000 views we would say mission achieved.

For more information visit the website www.picturetree.co.za .

Issued by Aurelle Franks