Turning Avatars into Event Magic for Santam
In collaboration with USBI and Santam, Brand Avatar delivered a two-part digital experience that showed just how versatile avatar technology can be — from cinematic branded content to a live on-stage reveal.
Part One: The Yellow Song
The first piece was a custom avatar music video built around The Yellow Song, created especially for Santam as an adaptation of the well-known Umbrella track.
At the heart of the song was a simple but powerful idea: this is freedom. In Santam’s world, freedom comes from protection — from knowing Santam’s iconic yellow umbrella is there for you.
We began with an internal Santam team member who performed the song on video and audio. Her voice became the foundation of the track, which our sound engineer developed into a fully produced song with added instrumentation. At the same time, her video performance gave our animation team the facial expressions and lip-sync reference needed to create an authentic singing avatar.
A Brand Story in Motion
Visually, we placed the avatar in a gloomy, rain-soaked cityscape. The contrast was deliberate: a monochrome world disrupted by the unmistakable brightness of Santam’s yellow umbrella.
That umbrella became more than a visual cue. It became the emotional centre of the piece — a symbol of protection, reassurance and ultimately freedom.
To bring the performance to life physically, we also recorded a dancer and actress using motion capture. That movement data was combined with the singer’s facial reference to create a stylised animated performance that felt expressive, polished and distinctly on-brand.
And then came the key reveal: at the very end, the umbrella floats above the singer, showing that she no longer needs to hold onto it herself. The protection is simply there. That was the message in one elegant visual moment: this is freedom.
Part Two: From Avatar to Real Person — Live
The second part of the project moved from pre-recorded content into a live event experience.
We created a digital double of a Santam staff member using a 3D scan and photographic reference. We then gave his avatar a slightly futuristic treatment. Using the Movin Tracin motion capture system, he was able to begin his presentation as a live avatar before stepping onto the stage in person at a key moment.
Because the system is markerless and uses LiDAR-based depth capture with AI, he could move naturally backstage and transition seamlessly from digital self to real-world speaker.
Why It Worked
This project showed two very different but equally powerful uses for avatars: one as a branded performer in a music video, and the other as a live presentation tool that blurred the line between virtual and physical.
A song. A digital double. A live reveal.
One brand story, told in two unforgettable ways.
