We spent a week in Johannesburg shooting this lovely little film with AKQA and RAW Productions as part of their Vodafone #Firsts series. The theme of the series is empowerment – enabling people to do things for the first time and share their stories with the world.

We honestly had so much fun shooting this project and our star of the show Sue Jameson (professional joy activist and laughter coach) was superb! Sue won the South African #Firsts competition and wanted to change the bad rep of her city and bring the love to Jo’burg with a laughter mob and joy parade. It was an amazing journey to be part of and we fell in love with this glorious city. Look out people, Joyburg’s coming!

Director: Tubby Brother
Agency: AKQA
Creatives: Alastair Mills, Greg Mullen
Production: RAW / Timeframe
Producers: Carly Aston & Jasmyn Asvat