Hitec

Above the Clouds for Hi-Tec

The Project

For Hi-Tec’s new brand launch, we headed high into the Cape mountains to create a series of energetic films for their global team. Shot at the Telkom Towers above Du Toitskloof Pass, the location gave us an incredible backdrop: open roads, rugged terrain and dramatic views that felt perfectly connected to the spirit of the brand.

Working under director Douw Kruger, with Joshua Snyman as my 1st AC and Studio PushMongo leading production, the day was fast-paced, collaborative and full of movement.

The Challenge

With multiple footwear looks to capture and a range of deliverables to build out, the challenge was keeping everything organised while still making each setup feel fresh and spontaneous. Every shoe needed its moment, while the overall visual language had to stay cohesive across the campaign and its various cutdowns.

The Approach

We leaned into the scale and rawness of the location, using the mountain roads, changing light and expansive landscape to give each look a sense of adventure. With a tight team and a clear creative direction, we moved quickly through the day, capturing a collection of polished, high-energy assets that brought Hi-Tec’s outdoor identity to life.