Vincent Mahlape is a 26-year-old filmmaker and actor with Avey Films, a video and film production company based in Johannesburg. The company is co-owned by two young black South African creatives, one female and one male.
Avey has a different approach to content creation than other film houses. They are storytellers with the intention and desire to unearth and tell stories that represent people such as themselves accurately. What makes their venture unique is their approach. They want to shoot commercials for black-owned businesses in the township, what they call ‘social commercials’. This is a new form of advertising they wish to introduce – advertising that will give businesses in the township an established reputation. They do not intend to compete with big brands for TV air-time on mainstream channels. Their adverts will exist on the net (WhatsApp statuses, Instagram/Facebook stories, YouTube, and the like). The concept on their ads will represent stories in the township, making them relatable and unique to each business.