Project Overview
Instant refreshment. Instant vibe. A bold urban product story.
This project focused on developing a high-energy television commercial for Smirnoff Ice, tailored to a young adult urban audience in Addis Ababa.
The goal was to position the product as a refreshing lifestyle drink associated with social moments, celebration, and modern adult culture while delivering a cinematic campaign suitable for television and digital platforms.
The Challenge
Standing out in a competitive beverage market without losing local relevance.
The campaign needed a distinct visual identity that could compete for attention in a crowded category. It also had to respect global brand guidelines while feeling culturally relevant to Addis Ababa and engaging an audience shaped by fast, digitally influenced content.
Creative Approach
A fast, montage-driven expression of refreshment, movement, and social energy.
We built the concept around the idea of “instant refreshment, instant vibe.” Instead of traditional linear storytelling, the commercial follows quick social moments across the city, using real interactions and rhythmic movement to communicate lifestyle rather than over-explain the product.
- High-contrast lighting for a polished, premium visual tone
- Fast cuts designed around the rhythm of urban life
- Young-adult casting and authentic social environments
- Ice-cold blue color emphasis to reinforce product freshness
Services Provided
End-to-end production for a fast-moving lifestyle campaign.
Mezo Production shaped the campaign from concept and visual planning through multi-location filming, performance direction, post-production, motion graphics, and final brand-aligned delivery.
- Creative Concept Development
- Campaign Story Development
- Casting Coordination
- Location Scouting
- Production Management
- Shot Planning
- Directing
- Cinematography
- Lighting Design
- Multi-location Production
- Video Editing
- Color Grading
- Sound Design
- Motion Graphics & Final Delivery
Production Process
A compact production model built for speed, authenticity, and visual control.
The commercial was produced in Addis Ababa with a focused, highly efficient crew. Pre-production covered concept development, casting, location scouting, and shot planning. Filming moved across street, gathering, and lifestyle environments, while direction prioritized natural performance and spontaneous energy.
- Multi-location filming across urban and social settings
- Performance-led direction with natural, energetic interactions
- Rhythm-based editing, sound design, and cinematic color finishing
- Motion-graphics integration and final brand-guideline alignment
Final Result
A bold, youthful-adult campaign with a modern Ethiopian market presence.
The finished commercial presented Smirnoff Ice with a confident, energetic identity while communicating refreshment and social lifestyle appeal. Its cinematic visual language supported both television and digital use, strengthened brand visibility, and helped the campaign connect more clearly with its intended adult audience.
Watch the Commercial
Smirnoff Ice Product Commercial
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