Behind the Scenes: Mymall AI Video Shoot
With the launch deadline for the MyMall AI mobile application fast approaching, our team had less than a week to finalise the core brand identity and visual direction for the digital product. The pressure was on, but sometimes the tightest deadlines create the most exciting creative opportunities.
That was where the vivacious Ms. Ruth Kgotlaetsile came in. An aspiring MyMall lead fashionista with an impressive background in the beauty pageantry industry, Ruth embraced the challenge and immediately brought the confidence, energy and professionalism the campaign needed. With her impressive collection of accolades, iconic sashes and natural ability to articulate the MyMall vision, we suddenly had the perfect person to bring the concept to life.
The shoot itself was a fast-paced but classy collaborative effort. Phalana took on the challenge of flying the drone through a demanding background space, while our Director of Photography worked against the clock to capture the perfect natural light for the strobe photography. Meanwhile, the striking sandy-coloured architecture of Masa Centre provided the perfect backdrop and helped establish the visual character of the campaign.
The Creative Concept: Urban Glamour Meets Digital Freedom
The creative direction was deliberately simple: combine flashes of urban glamour with the warm, sun-kissed atmosphere of an outdoor shopping environment to create a fashion-led motion graphic that felt energetic, aspirational and distinctly local.
Ruth’s signature catwalk entrance became the natural hook for the campaign. It captured that familiar excitement of getting dressed up, stepping out and enjoying the simple pleasure of spending time in the city, whether you’re shopping, browsing or simply seeing what’s happening around you.
From that idea came our campaign line:
You have to come out in order to play
Rather than following the predictable route of shooting inside a conventional storefront, we wanted to show the relationship between the digital and physical worlds. MyMall AI is designed to add a seamless digital layer to everyday urban life, helping people discover businesses, services, offers and opportunities while connecting them with the real places and people around them.
Bridging Innovation and Rising Costs
At MyMall AI, we believe convenience should not come at an unnecessarily high price. The platform is being developed to help businesses reach customers more efficiently while creating greater value for consumers through digital commerce, rewards and engagement.
Our vision is to reduce some of the everyday friction associated with finding businesses, discovering deals and accessing services. Through tools such as sales rebates, cashback opportunities, loyalty rewards, exclusive discounts and digital promotions, MyMall AI aims to create a marketplace where consumers can discover greater value while businesses gain more efficient ways to attract and retain customers.
For businesses, the platform also provides digital tools that can reduce the cost and complexity traditionally associated with establishing an online presence. By bringing discovery, marketing, customer engagement and commerce together, MyMall AI aims to create a more connected local economy where businesses can grow and consumers can benefit from better access to value.
The App Is the Star
At the heart of the campaign is one simple idea: freedom. And ultimately, the app itself is the star of the show.
The promotional video transitions from the energy of the outdoor catwalk into polished, interactive mobile screens, bringing together the lifestyle and technology sides of MyMall AI. The result is a visual representation of how the platform connects the physical world with a digital storefront experience.
For businesses, MyMall AI is designed to provide a professional and accessible digital presence without requiring them to build an entire digital ecosystem from scratch. Business owners can establish and manage their presence on the platform while using built-in digital and AI-powered tools to help accelerate their onboarding, marketing and customer engagement.
And That’s a Wrap!
Enough technology and business ecosystem talk for now. At the end of the day, the shoot was about capturing something much simpler: the joy of getting dressed up, heading out, exploring the city and enjoying life without feeling like every experience has to come with a hefty price tag.
Between chasing the perfect sun-kissed lighting, carefully navigating the drone around the Masa Centre environment and watching Ruth absolutely own the concrete runway, the entire team had an incredible time bringing the campaign to life.
MyMall AI is being built in Botswana for the way people live, shop, connect and do business today. As we move closer to launch, we’re excited to share the next chapter of the journey with you.
The app will soon be available through the App Store and Google Play. Until then, enjoy the final promo video below—and we’ll see you out there.
