Commercial film production company, Massïf opened its doors in July 2017. The director-led business was founded by industry mogul and award-winning executive producer, Peter Carr; most renowned for his years at Velocity and Bouffant producing iconic work.
Based in Johannesburg and Cape Town, the creatively geared commercial film production company specialises in producing beautifully crafted commercials and online branded content.
Massïf represents six diverse individuals, some already highly accomplished, others still young but truly talented and bursting onto the scene, namely; Dean Blumberg, Marc Sidelsky, Petar Spiljevic, Gordon Lindsay, Nare Mokgotho, and Ying-Poi De Lacy. Their “work comes first” ethos is the golden thread that binds them.
Collaborating with local and global advertising agencies and top brands, each director’s distinctiveness makes it possible for Massïf to offer a variety of styles and techniques to deliver visually captivating and memorable commercials, as well as digital content in response to any creative brief.
Core to Massïf’s DNA is a unique culture that grooms and nurtures new talent from its creative research department. The production house hires director’s in training, mentors them, and helps shape their careers rooted in research, which cultivates a comprehensive understanding and passion for this craft.
Massïf is a Level 1 B-BBEE contributor through its empowerment partner, Braille Films. The indie label was founded by Prenneven Govender and is focused on content, experiential and long-form production, sourcing directors from the Massïf roster.
Massïf has the ambition to create a home for filmmakers, where traditional production models are challenged. At the same time, professional service and extraordinary creative output is the norm. Its directors are set up for notable directorial debuts and boast a proven track record of breakout successes to date.
The directors combined have accumulated many accolades including awards from The Cannes Lions Festival of Creativity, The Clios, D&AD, The London International Awards, New York Festival Awards, and The Loerie Awards where the directors have earned several Grand Prix’s.
Massif’s Marc Sidelsky Wins at CICLOPE Africa 2020
On 26th March 2020, Marc Sidelsky’s ‘Close Encounters’ music video crafted for the Canadian band, Dearly Beloved, was awarded the ‘Best Music Video’ at CICLOPE Africa 2020. This award, automatically makes the video a finalist at CICLOPE Berlin, which will be held later this year.
CICLOPE Africa is the first African award show that is solely dedicated to craft in moving image. Top producers and creatives globally and locally focus on the art of execution and choose the most well-crafted commercials, short films and music videos in the region.
Released in 2019, ‘Close Encounters’ is Sidelsky’s first music video, which he wrote and directed. Sidelsky was born in Toronto and built a friendship with one of Dearly Beloved’s vocalists, Niva Chow. They had often spoken of collaborating. Upon hearing this song, Sidelsky found the narrative came instantly to him. He insisted he had to produce the music video, expressing that the synthesis and cohesion between the music and the storyline were too powerful to ignore.
Shot in various locations across Johannesburg in collaboration with Ying-Poi De Lacy of Little League Films, this coming of age story alternates between black-and-white and colour, portraying the character’s fantasy life as far more vivid than his reality.
Sidelsky commented, “The casting for this video was vital. The lead actor, Franklin Lodge, was an amazing find. He was so grounded; immediately empathetic and natural. His comfort in front of the camera, especially concerning the content, was staggering. It was his first acting gig – once I found him, I knew we had a shot at something special. But I feel the whole team was ‘cast’ perfectly. I can’t wait to hop into the trenches again with this crew. I’m very proud of what we achieved, and I have a few exciting projects percolating that I’m eager for us all reunite on.”