The new Love Jozi T-Shirt campaign was conceptualized around the idea of a post Apartheid born Adult generation which is now coming of age. The shoot was modeled by a select group of Johannesburg youths all now 18 and born post 1994. Bradley Kirshenbaum, the creator and designer of Love Jozi and myself collaborated to make the following visualise a reality.
To define the idea behind the Love Jozi T-Shirt range, Free Range, (http://www.lovejozi.co.za/) we shot the a video of the models who where all 18 Year olds who have come of age and where all born in 1994, the year of the birth of Democracy in South Africa. Most would expect these 18 years old to know all the words seeing they grew up in a country where the anthem, Nkosi Sikelel' iAfrika is sung at all sporting events and moments of national pride, but this was not the case for all the young adults involved, in all it makes for an entertaining video which adds to the overall aesthetic of the brand.
