Pick ‘n Pay
Come Home to Pick ‘n Pay
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When the shelves start talking, you know it’s Chocolate Tribe.
For the recent Come Home to Pick n Pay advert, we gave the grocery aisle a serious personality upgrade because in our world, there’s no such thing as boring shelves. Here, products have opinions, attitude, and a flair for the dramatic.
Working alongside Halo, we brought this playful vision to life by blending 3D, 2D, AI, and a whole lot of creative mischief. From irresistibly cute 3D bears to bold 2D icons like Ouma Rusks, Raja, and Pilchard, every character was crafted with its own distinct personality. And just to keep things interesting, we mixed in hybrid moments like cheeky cakes and a Husky that doesn’t just sit pretty, combining techniques to dial up the expression and charm.
In collaboration with Pick’n Pay, led by Katherine Madley and Ianthe Sandnes, as well as with Halo’s creative direction under Dean Oelschig and Amber Mackeurtan, we pushed the boundaries of what a retail world could feel like. The result? A colourful, slightly chaotic (in the best way) universe where products don’t just sit on shelves, they perform. Playful, unexpected, and full of personality, exactly how we like it.
Client: Pick ’n Pay
Executive Marketing, Digital & Brand: Katherine Madley
Head Of Department eCommerce & CX (asap!): Lanthe Sandnes
Head of Product Marketing: L’Andre Venter
Marketing Manager – Brand: Lameez Lawrence
Head of Marketing Operations: Tanya Peche
Marketing Creative Consultant: Alistair King
Agency: Halo
Chief Creative Officer: Dean Oelschig
Managing Director: Amber Mackeurtan
Agency Producer: Shanon Leicher
Business Director: Tatiana Drakoulas
Executive Creative Director: Coenie Grebe
GCD: Gareth O’Callaghan
Creative Director: Kelly Brazier
Writers: Geir Wilson, Antoinette Johnson, Lucy Bryant
Production Company: 0307
Director: Kim Geldenhuys
Executive Producer: Jacqui Bee
Production Manager: Jo Walker
Post Production: Chocolate Tribe
Executive Producer: Nosipho Maketo – van den Bragt
Animation Supervisor / Head of Post-Production: Rob van den Bragt
CGI Supervisor Tiaan Franken
Senior VFX Producer: Tracy-lee Portnoi
Lead Compositor: Jean Du Plessis
Compositors : Johan Wentzel, Sven Hohmeier, Alistair Johnson
3D & VFX Team: Mpho Vukea, Kyle Nkosana Sibanda, Taija Hartwig, Taryn Jordan, Tegan Theron, Samantha Visser, Lloyd Bischoff, Glenn Ewan, Scott Lee Samuels, Ernst du Plessis, Julia Coull, Shady Sobhy, Mthuthuzeli Ngco (Intern)
Matt Painting: Michael Howard
Colourist: Nic Apostoli (Comfort and Fame)
Legal & Business Affairs Manager: Nosipho Maketo – van den Bragt
Offline Editor: Gordon Midgley
Animation: Chocolate Tribe
Sound Mix: Sterling Sound
Sound design: Lorens Persson
Music Supervisor: Marc Algranti
Music Composition: Field Audio
Talent: Richard Lukunku, Thendo Nesani, Sarah Jonas, Christian Mazibuko, Shamyra Moodley, Gabriella Roberts, Kristen Raath, Simona Geyer, Nhlanhla Shabangu, Letlotlo Sekano, Wian Taljaard, Ben Albertyn, Neo Ngoma