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Lebogang Rasethaba on the run with three spots for Nike --
Mon, 14 Aug 2017 10:42
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Lebogang Rasethaba directed three ads for Futura s Nike Running campaign, featuring the all-women running group The Pack, DJ Doowap and extreme fighter Shana Powers respectively.
Lebo calls the Nike VaporMax ads a massive shout out and affirmation to the local running culture a marker of running culture moving forward to the next level.
Having been part of the movement of runners taking back the streets almost since its inception in Joburg, this was a dream campaign for Lebo. I doubt people will ever fully clock how important this job was to me, he says. The campaign came at the perfect time for me when I felt stunted, like I wasn t really growing as a director. My self-confidence was at an all-time low and the promise of the new kid on the block had worn off, so I was beyond excited when Gustav [Greffrath] and Ningi [Mhinga] called me up for this.
Working with DOP Adam Bentel, stylist Jamal Nxedlana, editor William Kalmer and his talented crew, Lebo felt like he had a breakthrough. I have been preaching this sweet spot between grit and beauty for years, but I have never got it right until this job. These pieces are as cinematic as they are raw.
Partly he credits this with learning to trust his team more. I wish someone had told me earlier that I dont have to have all the answers, says Lebo. A small reminder to myself and others out there tryna find their space and role in this world: rely on your team, like literally tether yourself to your people, and let go of the pathological need to always know. Much love to my team for knowing when I dont.
The campaign is Arcade s second with Futura Joburg and Nike. The team at Futura understands Nike s brand position so intimately that their approach has become instinctive, says Arcade producer Will Nicholson. They come at campaigns with conviction and work in a very open, collaborative style, inviting you to their side of the table.
See more of Lebo s ads on the Agg Films webiste and more of his brand films and music videos on the Arcade Content website.
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