iPendoring 2026 Finalists

Infacare Kid 4

LePub Johannesburg / Johannesburg + HamiltonZwane / Johannesburg + Jan van Biljon / Johannesburg

Client / Brand
Sanulac Nutritionals South Africa – Infacare Kid 4

Entry Title
Infacare Kid 4

Description (View/Hide)
When working on the offline edit for A Village of Mothers, we wanted the edit to feel the
way our memories of the different women who raised us feel. It’s not perfectly linear or
perfectly composed. It’s a collection of moments, faces, gestures and places that somehow
belong together.
The edit moves from one mother to the next because no one woman can tell this story alone. Each vignette gives us another version of care: another pair of hands, another child, another woman stepping in. The edit lets those moments build on each other until the individual mothers start to feel like parts of one much bigger presence. We also used the edit to turn one physical space into many. By moving quickly between details, doorways, rooms, faces and gestures, we never stay long enough to fully map the location. A home becomes another home. One woman becomes another. The feeling becomes bigger than the set we shot it in. That same instinct shaped the pace. We didn’t want the film to feel polished into stillness. It had the movement of real life: a little restless, sometimes imperfect, but always moving. The handheld camera and close, over-the-shoulder perspective make the edit feel less like we're watching a commercial and more like we're moving through someone's memories with them. And then, at the end, everything slows down. After being taken through all these moments of care, we land on the product and the brand's meaning for the film: that Infacare Kid 4 is part of the everyday acts of care that belong within it. Because the emotional journey of the film isn't really from scene to scene. It's from one mother to many. And by the time we reach the end, we understand that the village was there all along.

Entered In

LePub Johannesburg / Johannesburg + HamiltonZwane / Johannesburg + Jan van Biljon / Johannesburg

Client / Brand
Sanulac Nutritionals South Africa – Infacare Kid 4

Entry Title
Infacare Kid 4

Description (View/Hide)
When working on the offline edit for A Village of Mothers, we wanted the edit to feel the
way our memories of the different women who raised us feel. It’s not perfectly linear or
perfectly composed. It’s a collection of moments, faces, gestures and places that somehow
belong together.
The edit moves from one mother to the next because no one woman can tell this story alone. Each vignette gives us another version of care: another pair of hands, another child, another woman stepping in. The edit lets those moments build on each other until the individual mothers start to feel like parts of one much bigger presence. We also used the edit to turn one physical space into many. By moving quickly between details, doorways, rooms, faces and gestures, we never stay long enough to fully map the location. A home becomes another home. One woman becomes another. The feeling becomes bigger than the set we shot it in. That same instinct shaped the pace. We didn’t want the film to feel polished into stillness. It had the movement of real life: a little restless, sometimes imperfect, but always moving. The handheld camera and close, over-the-shoulder perspective make the edit feel less like we're watching a commercial and more like we're moving through someone's memories with them. And then, at the end, everything slows down. After being taken through all these moments of care, we land on the product and the brand's meaning for the film: that Infacare Kid 4 is part of the everyday acts of care that belong within it. Because the emotional journey of the film isn't really from scene to scene. It's from one mother to many. And by the time we reach the end, we understand that the village was there all along.

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