Germiston, South Africa
Primo Holdings
A portfolio production partnership.
Built a multi-brand video content engine for a South African FMCG group: cinematic product films, narrative concept work, and live event coverage across the group's brands.
The context
Primo Holdings is an FMCG group headquartered in Germiston, South Africa, with a portfolio of food and beverage brands distributed across South African and other African markets. Easy Chef chicken stock. Helen Potter brown sauce. Shuga sweetener. Wok U Asian sauces. The Classique salads and condiments range. Each brand competes in a category dominated by entrenched incumbents, and each needs its own creative treatment, its own audience, and its own commercial argument.
The challenge
The hardest job in multi-brand video production isn't shooting one good film: it's keeping the standard consistent across a portfolio without re-briefing five different production houses. Most holding companies end up with a patchwork: a different studio for the TV spot, a freelance editor for the in-store loop, a separate crew for the trade-show shoot, and no one owning the visual standard across all of it. Roberto Vasconcelos came to us with a simpler ask: be the team that handles the lot.
What we did
Easy Chef
A narrative-led commercial film addressing a specific category problem: shifting consumer perception that smaller packaging meant lesser product. Real supermarket location, on-camera talent, motion graphics and packaging-transformation VFX, full post-production pipeline.
Helen Potter brown sauce
A concept-led brand film borrowing visual language from a cultural phenomenon, anchored on a telekinetic-bottle creative device. Studio shoot, model performance, VFX-heavy edit.
Shuga sweetener
A studio-shot product film with food styling, hand-modelling, and a montage architecture designed to demonstrate range of use cases.
Wok U Asian sauces
A cinematic narrative built around taste-as-transportation, shot on Sony FX30 with food stylist, on-camera lead, and a bilingual edit (English and European Portuguese) for HD and 4K delivery.
Classique Range
The group's flagship product film. Full-day cinema-camera shoot with food stylist, model, production assistant, and a black-and-white-to-colour visual treatment positioning the range against bland eating. Bilingual EN/PT exports in HD and 4K.
Lisbon event coverage
A three-day on-location production at Parque das Nações capturing the group's European trade-show presence. Cinema cameras, gimbal work, DJI drone aerials, team interviews, and demo/tasting coverage built to function as both standalone event content and raw material for future portfolio work.
The outcome
A finished video library that spans cinematic product films, concept-led brand work, and on-location event production. The kind of consistent multi-brand content portfolio most FMCG groups never manage to build with a single creative team.
“Emoji has produced some amazing & inspired video content for us. I would highly recommend them if you are in the market for professional, high quality videos that drive conversions and actually impact your bottom line.”
Takeaway
“Multi-brand businesses don't need five production houses. They need one team that can flex across categories, formats, and languages, and hold the standard across all of them.”
More work
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