Cream Cartel TV Format | Amakipkip South Africa
In early 2010, South African cult clothing label Ama Kip Kip wanted to launch a new brand. We didn’t just want to introduce a new label alongside Ama Kip Kip and solely leverage it off their credibility. We wanted a unique solution that had the potential to culminate into a pop culture phenomenon. Enter; Cream Cartel.
We decided to launch the label through our Reality TV series, Cream Cartel (A TV series we had already developed and its first season had proven to be a hit success), scripting an entire 13 episode season around the concept; the creation and launch of the new label.
The founder of Ama Kip Kip was scripted into the show to lend credibility to the new label while at the same time offering informal knowledge to aspiring entrepreneurs. We see the cast (a Johannesburg foursome whose sole purpose on Earth seems to be to challenge the concept of fashion with an eccentric enthusiasm, while actually not doing much at all) attempt to setup distribution deals and struggle with realising their vision.
Blurring the lines between Tv & Real life
The launch of the label was meticulously timed with the season finale, documenting the unveiling of Cream Cartel Clothing. The Cream Cartel clothing range was available in real life in all Sportscene & YDE stores the very next day.
Client: Vuzu TV
Role: Ideation / Design /Art Direction / TV Format / User Experience / Creative Direction
Media & Skills: TV / Online / Storytelling / Content / Fashion Design / Music / Pop Culture / PR / Experience Design