How Paul Ramaema Crafted the Taste of Africa for Coca-Cola's Wozzaah Campaign
When Coca-Cola decided to launch Wozzaah, its first Africa-inspired beverage, it sought to create a campaign that would resonate with Gen Z while celebrating the richness of African culture.
Spitfire director Paul Ramaema was brought on and tasked with weaving together vibrant visuals, dynamic music, and the playful energy of rising star and Swazi DJ/producer Uncle Waffles.
Paul sat down with Olivia Atkins to share how his team meticulously planned every detail of the shoot — from pre-production to the final edit — to ensure that the Wozzaah campaign was as refreshing and lively as the drink itself.
LBB> What was the brief that you received from the agency on this campaign?
Paul> The brief was to create seven unique short videos using various social media-esque techniques that would resonate with a gen z audience.
LBB> How did you work together to integrate the vibrant dynamism of African culture and Uncle Waffles' unique style into the campaign's narrative?
Paul> We had to research ways in which we could authentically replicate the world in which the product package design could be brought to life visually. The colour palettes, the infusion of colourful patterns and vibrancy of the worlds created by the Wozzah designers. We infused these tones and various mediums with Uncle Waffles’ world, by taking inspiration from her colourful personality and sonically-inclined talents.
LBB> What were the key steps in the pre-production phase for this project? How did you coordinate with Coca-Cola and Promise to ensure all creative elements aligned with the brand's vision for Africa Day?
Paul> It required extensive pre-production work, involving a deep understanding of both the client’s and agency’s expectations to make sure our visions aligned with their creative needs. We needed to communicate well between our teams and with Uncle Waffles to effectively align with Coca-Cola’s brand vision.
LBB> How did you decide to partner with Uncle Waffles for this campaign? What qualities did she bring to the project that made her the perfect fit for embodying the spirit of Coca-Cola’s limited edition, Wozzaah?
Paul> The client had pre-selected Uncle Waffles - I reckon they were drawn to her rising stardom and quirky playfulness, which perfectly embodies African aesthetics and youthful vibrancy. Her unique style was an ideal fit for reimagining the taste of Africa.
LBB> You used various playful filming techniques including split screen and animation to capture the energy and flamboyance of Uncle Waffles and Coca-Cola Wozzaah, tell me about these decisions. Were there any specific challenges you faced during the shoot?
Paul> We were tasked with identifying techniques that would resonate with gen z audiences to understand what draws them in and how they prefer to consume content. At the same time, we needed to showcase as much content as possible, then streamline it into separate individual videos, all while staying true to Uncle Waffles’ vision and Coca-Cola Wozzaah’s goals. Our biggest challenge was covering all this content within a limited timeframe, and using our location cleverly to give the production value of the various techniques feel expansive.
LBB> What was the process like for designing the set and choosing the locations for this campaign?
Paul> In collaboration with emerging African talent, we chose art directors who deeply understand and are attuned to youth culture and African trends. We held several pre-production meetings to ensure that the vision was clearly defined. Given our tight timeframe, it was crucial to choose a location that offered enough space for the various set-ups required for different techniques. The location needed to allow for smooth transitions between set-ups without compromising the schedule or the needs of the artists and client teams.
LBB> How did you approach the editing, colour grading, and sound design process to ensure the campaign resonated with audiences?
Paul> Our edit needed to be fun, energetic and fast-paced, while keeping the campaign’s message clear. We opted for a fashion magazine-editorial-lifestyle approach, which was reflected in the colour grading and skin tone treatment of Uncle Waffles. A lot of our direction was influenced by her Instagram and social media presence, using her stills and looks as a guide to capture the right aesthetic.
As Coca Cola is a renowned premium brand, it was essential to seamlessly integrate the limited edition look of the product into the film’s overall visual style.
We decided to use Uncle Waffles’ trending song ‘Wadibusa’ - a natural choice for attracting and engaging audiences. Its current popularity ensured it would resonate strongly with viewers.
LBB> How did the collaboration between you, co-director) Henry Gozzo and the rest of the production team work? Any behind the scenes moments that highlight the creative synergy on set?
Paul> Our executive producer, Liesl Lategan, played a pivotal role in setting up the collaboration and managing our time. She ensured we maintained a cohesive and creative synergy in capturing the energy of the campaign and meeting the creative goals.
