Flying Fish ad

‘What the Flying Fish?!’ Adrian de sa Garces directs an ad within an ad within an ad within an ad within an ad within an ad

Arcade  |  24 march 2022

Egg Films’ Adrian de sa Garces collaborated with the creative team at Joe Public United to create a fantastically meta piece of self-aware advertising. Realism ignored, this is a Russian nesting doll of beautifully crafted and styled slices of Flying Fish ads…showing people watching a Flying Fish ad. ‘What the Flying Fish’ indeed займ на любую карту мгновенно .

With his command of storytelling through VFX and his ability as a performance director, Adrian brings a bizarre world filled with off-beat characters to life in the latest spot for Flying Fish. Four months in the crafting and with CGI handled by the team from Black Ginger, the result is a playful high-concept feast for the eyes; dancing bottles, flying taxis, popping hairstyles and talking pigeons.

Signed off by a creative and bold client and conceptualised by Joe Public United, Creative Director Claudi Potter weighed in on the collaboration: ‘When we briefed out this job, we knew it was an ambitious board. Performances were important, but then there was this huge technical undertaking with teaching pigeons to talk, creating inner Jozi in 2050, and stitching together different soundtracks and scenes seamlessly. But Adrian was just like: “Cool, cool, cool, cool…”  It was a big, very collaborative team working on this, and thanks to Adrian’s attention to detail and craft throughout the process, this ad-within-an-ad-within-an-ad-within-an-ad really came together.’

Judge for yourself right here, and check out Adrian’s showreel or contact / for more info.



CLIENT: Ablnbev

Marketing Manager: Zachary Kingston
Brand Manager: Kelasha Balan
Brand Director: Leanne Owens

AGENCY: Joe Public

Group Chief Creative Office: Pepe Marais
Integrated Chief Creative Officer: Xolisa Dyeshana
Integrated Creative Director: Claudi Potter
Integrated Group Head: Gareth O’Callghan
Integrated Group Head: Cameron Fraser
Integrated Account Director: Lwandile Nkuhlu
Producer: Mun Ying De Lacy


Director: Adrian De Sa Garces
Executive Colin Howard
Producer: Lisa Gardner
Production Manager: Valerie Desplantes
Cast Coordinator: Mario Jansen
1st Assistant Director: craig.brorson
2nd AD: Craig Collop
Production Assistant: Joshua walker
Unit Manager: Ebrahim Ismael
Researcher: Tagi – Lizelle Wagner

DOP: Adam Bentel
Movi Operator: Myron Mance
Drone: Sky hooks
Focus Puller: Frank Gardner
Loader: Jonno Farr
DIT: David Miller
VTO: Christiaan Beyers
Streaming: Teko Dana
Grip: Mark Foster
Gaffer: Jean De Kock

Art Director: Claire Gritten
Stand By: Collin Shirwa
Prop Master: Tegan Green
Set Dresser: Tallulah Juta
Art Driver: Tawanda Mavazah
Packs Specialist: Nicolas Klemp
Packs Assistant: Abdul Nasr
SFX Coordinator: Gravitron – Franklin Tasung
Rigging: Jaco Van Niekerk
Set build: Afrox Film Service
Wardrobe Stylist: Neira Zahirovic
Wardrobe Assistant: Rebecca
Wardrobe Stylist: Sylvia Van Heerden
Hair Stylist: Ayten Morgenstern
Hair Stylist Assist: Barry du Bruin
Hair & Make Up Stylist: Nikkila Mann
Make Up Assistant: Suaad Dawood
Caterers: Cedar Catering
Locations: Amazing Spaces & City Of Cape Town

Music Track and Design, Final mix: saythankyou sound – Simon Ringrose

Post production & VFX: @blackgingertv
VFX Supervisor: @marco Raposa De Barbosa
VFX Producer: Leigh Human
VFX Project Lead: Christopher Bekker
Flame Artist: Eddie Addinall
Colourist: Terry Simpson