Egg Films' Lebogang Rasethaba joined forces with M&C Saatchi Abel on the latest campaign for South Africa's leading online fashion destination, Superbalist. The result is a fresh reimagining of fashion advertising underpinned with the powerful message that style is an attitude that starts within.
The creative team at M&C Saatchi Abel tasked Rasethaba to direct a campaign that would tap into people's inner narrative about their sense of self-worth. Rasethaba and the team bring a strong and distinctive visual edge to this campaign, while simultaneously letting the internal dialogue of the performers take centre stage.
This work is a celebration of unique and eclectic individuals, and echoes a recent trend in fashion advertising that challenges conventions and celebrates individuality and difference.
Delicately reflecting humanity and endurance back to us, 'Impress Yourself' is a visually powerful piece of culturally relevant communication, a refreshing fashion ad that's not a fashion ad.
According to Egg Films' Producer, Julia Schnurr, the team shot the entire campaign in just three days using only two houses as the locations, and they did it all while the stills for the campaign were being done at the same time. 'Quite a feat' is how she put it.
"I was really excited to work with the creative team from the agency, probably one of the most exciting teams in advertising. Being able to experiment with a fashion ad that wasn't overtly selling fashion but rather an attitude was interesting and complex," added Rasethaba.
For M&C Saatchi Abel, Jake Bester was Executive Creative Director, Bella Evans was the Creative Group Head and Copywriter, and Lubabalo Mtati was the Creative Group Head and Art Director, with Bronwyn Henry Sharon Martin producing.
"I am obsessed with humanity's inner dialogues. You know, the existential stuff. In a lot of ways, we are the product of our own inner dialogues. I think it's important to acknowledge that we construct our views of the world through the things we tell ourselves ... and don't tell ourselves," said Rasethaba.
"To explore all this depth with something as seasonal, playful and perhaps even whimsical as fashion is both challenging and fun."
Please view the work here:
Chief Executive Officer: David Cohen
Chief Marketing Officer: Zubair Noor
HOD Editorial: Kelly Fung
Women's Wear Stylist: Chris Viljoen
Men's Wear Stylist: Akim Jardine
Agency: M&C Saatchi Abel
Executive Creative Director: Jake Bester
Creative Group Head - Copywriter: Bella Evans
Creative Group Head - Art Director: Lubabalo Mtati
Business Director: Nicole Morris
Account Director: Carmen Marais
Group Head of Broadcast Production: Bronwyn Henry
Production Company: Egg Films
Executive Producer: Colin Howard
Director: Lebogang Rasethaba
Producer: Julia Schnurr
Production Manager: Pia Caverni
1st Assistant Director: Haydn Van Zyl
2nd Assistant Director: Macdonald Mpholos
DOP: Tom Revington
Focus Puller: Ray Geldenhuys
Loader: Tito Balata
DIT/VT: Scott Macbeth
Key Grip: WD du Plessis
Best Boy: Itumeleng Mdodana
Gaffer: Dave Howe
Best Boy: Modwell Mncube
Sound Recorder: Nokufika Mdanda
Art Director: Keenan Mcadam
Props: Cara Falken
Props: Lexine Voutsinos
Props assistant: Marco Filby
Wardrobe Assist: Hannah Smith
Wardrobe Assist: Sethu Mabi
Interior Styling & Set Design: Sanri Pienaar
Edit: Stephen du Plessis, 2+3 Post Productions
Online: Blake Prinsloo
Grade: Terry Simpson
Prod. Assistant: Thabiso Mojapelo
Medic: Dishego Maluleke
Unit Manager: Tyrone Jackson