V&A Waterfront: Joy From Africa 2024

Commissioned by the V&A Waterfront, we were brought on to lead full content production for Joy From Africa 2024 — a flagship cultural campaign that transforms the festive season into a celebration of African creativity, sustainability, and community upliftment. The brief called for content that would not only document the project, but amplify its message across digital platforms with emotional depth, visual richness, and broad reach.

We delivered a full content ecosystem that included the campaign’s hero video sales letter (VSL), high-resolution stills, and a suite of short-form content optimised for social media, web, and earned media coverage. From installation build-outs and artisan collaborations to opening day energy and public interaction, our team captured every facet of the experience with intentionality and heart.

The VSL served as the anchor piece for the campaign’s online presence, while stills and reels populated the official Joy From Africa website, social channels, and press kits. Through cinematic storytelling and strong visual direction, we helped position Joy From Africa 2024 as more than a holiday campaign — but as a landmark celebration of African innovation and shared joy.