Ekhaya — ABSA Launch

Problem

ABSA needed a launch film that reframed a homeownership product as an emotional milestone, not a financial one.

Creative Direction

A homecoming narrative — the product recedes, the feeling of arriving home carries the film.

Execution

Location scouting across three cities, cast of real families, single-day launch event capture.

Outcome

Became the anchor asset for ABSA's national launch campaign across broadcast and digital.