Masim Rice TVC
A story about heritage, passed down one meal at a time.
The Story
Masim Rice is a long grain perfume rice grown in Ghana. They needed a TVC that didn’t just sell rice — it needed to sell a feeling. Something that connected the product to the way Ghanaians already experience it: at home, around family, through generations.
The Craft
VOME handled everything from art direction and casting to full production and post. We built the commercial around a simple, powerful moment — a mother finally passing down the secret behind her family’s cooking to her daughter. No gimmicks, no jingles. Just a quiet, cinematic story about heritage, love, and a bag of rice that ties it all together. Every frame was directed to feel warm, intimate, and unmistakably Ghanaian.
The Impact
The TVC gave Masim Rice something bigger than a commercial — it gave them an emotional identity. A locally grown product positioned not just as food, but as something families pass down. The kind of story that stays with you long after the screen goes dark.