Dominos Mmabatho Story
Taste Holdings are the management group that holds the licenses some of the country’s most popular restaurants, including international pizza chain Dominos Pizza. In March this year, Taste’s agency Artefact approached us to create a video to present at their annual results announcement. But this was no ordinary corporate video, as we soon realised. Taste have implemented a work-readiness initiative, through NGO Khulisa Social Solutions, that takes unemployed candidates from local communities and gives them intensive training to develop the skills they need for employment. And what’s more, once they have passed their training, Taste employs them in a Dominos store.
It’s a special project and as such, we needed a special approach to convey the difference it’s making in communities. What’s more, we needed a special candidate brave enough to tell their story. Luckily, we found exactly the right person in Mmabatho Gonyani, a young single mother living in Johannesburg and working at Dominos and wrote a script around her particular story. To give it a unique angle, we started in the store and literally worked our way backwards through Mmabatho’s life. Employing the reverse motion technique enabled us to give viewers a glimpse of the life of an employee they otherwise may not have considered, and gave the video a haunting depiction of Mmabatho’s struggle and determination to get where she is now.
Production House - Production & Delivery
Peter van Jaarsveld