Sony Pixel Power calrec Sony

Superbalist challenges the norm in Impress Yourself' campaign

30/10/2020

Egg Films Lebogang Rasethaba joined forces with M&C Saatchi Abel on the latest campaign for South Africas 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 peoples 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 thats 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 wasnt 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 humanitys inner dialogues. You know, the existential stuff. In a lot of ways, we are the product of our own inner dialogues. I think its important to acknowledge that we construct our views of the world through the things we tell ourselves ... and dont 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:

https://eggfilms.tv/south-african-commercials-director/lebogang-rasethab...

Credit List:

Client: Superbalist.com

Chief Executive Officer: David Cohen

Chief Marketing Officer: Zubair Noor

HOD Editorial: Kelly Fung

Womens Wear Stylist: Chris Viljoen

Mens 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

Music: Sibot

Prod. Assistant: Thabiso Mojapelo

Medic: Dishego Maluleke

Unit Manager: Tyrone Jackson

Commercials

Africa South Africa
LINK: https://www.filmcontact.com/news/south-africa/superbalist-challenges-n...
See more stories from filmcontact

Africa Stories

15/07/2025

Invitation for South African filmmakers to submit films for the 98th Annual Academy Awards (Oscars) International Feature Film category

The National Film and Video Foundation (NFVF), an agency of the Department of Sp...

28/06/2025

Press Release: NFVF Marks Youth Month by Empowering Future Creatives Through Film & TV Bursaries

Johannesburg, 27 June 2025 - As the nation commemorates Youth Month 2025, the N...

13/06/2025

Press Release: NFVF Opens Call for Public Film Screenings on GBV Awareness as South Africa Confronts Ongoing Femicide Crisis

Johannesburg, 12 June 2025 - The National Film and Video Foundation (NFVF), an a...

11/06/2025

Press Release:NFVF Reaffirms Commitment to Transparent Funding and Fair Access Amid Industry Commentary By Ms Weaam Williams

Johannesburg, South Africa - 10 June 2025 - The National Film and Video Foundati...

10/06/2025

Press Release: NFVF Reaffirms Commitment to Transparent Funding and Fair Access Amid Industry Commentary By Ms Weaam Williams

Johannesburg, South Africa - 10 June 2025 - The National Film and Video Foundati...

06/06/2025

CALL FOR CO-DEVELOPMENT AND WORK-IN-PROGRESS PROJECTS OF FEATURE AND DOCUMENTARY ON THE AFRICAN DIASPORA SO PAULO (BRAZIL) SOUTH AFRICA

S o Paulo Film and Audiovisual Company (Spcine) and the National Film and Video ...

05/06/2025

Press Release: NFVF Celebrates Xoliswa Sithole's Selection for the 2025 Documentary Slate

Johannesburg, South Africa 4 June 2025 - The National Film and Video Foundatio...

29/05/2025

PRESS RELEASE: Remembering a South African Icon - Presley Chweneyagae (1984-2025)

Rest in Power, a True Legend of Our Screens Johannesburg, South Africa 27 May...

29/05/2025

Statement on the NFVF CEO's resignation

Johannesburg, South Africa 28 May 2025 - The National Film and Video Foundation (NFVF), Chief Executive Officer (CEO), Mr. Vincent Blennies, has resigned from...

22/05/2025

Call for Public Screening Proposals in Raising Awareness on Gender-Based Violence through Film

The National Film and Video Foundation (NFVF), an agency of the Department of Sp...

13/05/2025

The National Film and Video Foundation (NFVF) call for Applications for the Marketing and Distribution Cycle 1 Funding is Open

The NFVF, an agency of the Department of Sport, Arts and Culture that was create...

10/05/2025

The National Film and Video Foundation Members of the Appeal Review Committee Call is Open

The National Film and Video Foundation (NFVF), an agency of the Department of Sp...

09/05/2025

The National Film and Video Foundation Marketing and Distribution Advisory Panel Call.

The National Film and Video Foundation (NFVF), an agency of the Department of Sp...

09/04/2025

Call for NFVF funding applications to attend Film Festivals and Markets taking place from 1 June 2025 to 31 July 2025

The National Film and Video Foundation (NFVF) is pleased to announce that the ca...

08/04/2025

Press Release: The National Film and Video Foundation Announces its New Chief Executive Officer

We are pleased to announce the appointment of Mr. Vincent Blennies as Chief Exec...

04/04/2025

ANNECY 2025 STUDENT MENTORSHIP PROGRAMME

The National Film and Video Foundation (NFVF) invites final-year animation students to submit character designs inspired by lead characters from any South Afric...

14/03/2025

Call for NFVF Funding Applications To Attend Film Festivals and Markets Taking Place From 14 April 2025 To 31 May 2025.

The National Film and Video Foundation (NFVF) is pleased to announce that the ca...

01/03/2025

agua bacteriostatica comprar en lnea 18

Antis pticos Orales: Revisi n De La Literatura Y Perspectiva Actual Influenza son contradictorios, dadas las elevadas tasas de curaci n espont nea. De ser neces...

28/02/2025

The Future of Green Energy

The Future of Green Energy: Challenges and Prospects Green energy, also known as renewable energy, has emerged as a critical solution to global energy challenge...

27/02/2025

ai chat bot python 10

Beginner Coding in Python: Building the Simplest AI Chat Companion Possible AI-powered Personal VoiceBot for Language Learning by Gamze Zorlubas You can ear...

24/12/2024

PARTICIPATE AT SERIES MANIA FORUM 2025

The National Film and Video Foundation (NFVF) is calling for applications from South African film and television filmmakers to be part of the NFVF's delegat...

30/11/2024

Call for NFVF funding applications to attend Film Festivals and Markets taking place from 15 January 2025 to 31 March 2025.

The National Film and Video Foundation (NFVF) is pleased to announce that the ca...

16/11/2024

The National Film and Video Foundation (NFVF) Call for Market and Festival Hosting Funding Applications is Open

The National Film and Video Foundation, an agency of the Department of Sport, Ar...

16/11/2024

The National Film and Video Foundation (NFVF) Call for Current Masters Students to Attend Carthage Film Festival in Tunis, Tunisa.

The National Film and Video Foundation (NFVF) invites current masters students t...

30/10/2024

18TH ANNUAL SOUTH AFRICAN FILM AND TELEVISION AWARDS (SAFTAS) HONOURED THE BEST OF THE SA FILM AND TELEVISION INDUSTRY

Johannesburg, 26 October 2024 - The 18th Annual South African Film and Televisio...

30/10/2024

SAFTAs18 Winners List

BEST ACHIEVEMENT IN SOUND DOCUMENTARY !Aitsa Practitioner: Simon Kohler Production House: MED CINE BEST ACHIEVEMENT IN EDITING DOCUMENTARY Rise: The Si...

24/10/2024

PUBLIC INVITATION TO THE INTERVIEW OF NOMINATED CANDIDATE FOR THE COUNCIL OF THE NATIONAL FILM AND VIDEO FOUNDATION (NFVF)

In accordance with Section 6 (2) (c) of the National Film and Video Foundation A...

19/10/2024

Call for Applications: Masters Students to Attend the African International Film Festival (AFRIFF) in Lagos, Nigeria.

The National Film and Video Foundation (NFVF) invites postgraduate students to s...

15/10/2024

EXTENSION OF: INVITATION TO SUBMIT DOCUMENTARY SLATE PROPOSALS 2024

The National Film and Video Foundation (herein referred to as NFVF) is a statutory body set up by the government to grow and develop the South African Film and ...

11/10/2024

NFVF Announces Old Righteous Blues as South Africa's Official Entry for the 97th Academy Awards (Oscars)

10 October 2024 Johannesburg, South Africa - The National Film and Video Found...

09/10/2024

SPORTEL Monaco 2024 Ravel Booth G06/07

Sportel stand number: Ravel Hall G06/07 After a summer filled with intense sport emotions in Paris, France and beyond, Globecast will be happy to welcome you...

04/10/2024

Press Release

SAFTAs 18 Announces Date and Theme: Honouring Excellence in South African Film and Television with the theme Back to Basics . Johannesburg, South Africa Wedn...

04/10/2024

SAFTAs18 Announces Date and Theme: Honouring Excellence in South African Film and Television with the theme Back to Basics

Johannesburg, South Africa Wednesday, 2 October 2024 The South African Film ...

01/10/2024

National Film and Video Foundation Announces Leadership Changes

Johannesburg, South Africa - Monday, 30 September 2024 - The National Film and Video Foundation (NFVF), an agency of the Department of Sport, Arts and Culture (...

24/09/2024

Invitation for people with disabilities to submit proposals for short films under the theme: Not What Society Expects

Every little girl out there who has felt different because they are not what soc...

09/09/2024

INVITATION TO SUBMIT DOCUMENTARY SLATE PROPOSALS 2024

The National Film and Video Foundation (herein referred to as NFVF) is a statutory body set up by the government to grow and develop the South African Film and ...

06/09/2024

The 18th Annual South African Film and Television Awards (SAFTAs18) Nominees Announced.

Johannesburg, 05 September 2024 - The National Film and Video Foundation (NFVF),...

09/08/2024

National Film and Video Foundation (NFVF) Mourns the Passing of Veteran Actress Mme Connie Chiume

Johannesburg, 8 August 2024 - It is with profound sadness that the National Film...

01/08/2024

Globecast at IBC 2024 Booth 5.C75

Globecast to Showcase the Broadcast Industry's Most Advanced Connectivity and Hybrid Cloud Solutions at IBC 2024 PARIS, 1 August 2024 Globecast, the lead...

16/07/2024

18th Annual South African Film and Television Awards (SAFTAs) open the call for Discretionary Award Nominations

The National Film and Video Foundation (NFVF), an agency of the Department of Sp...

13/07/2024

Invitation for South African filmmakers to submit films for the 97th Annual Academy Awards (Oscars) International Feature Film category.

The National Film and Video Foundation (NFVF), an agency of the Department of Sp...

09/07/2024

The National Film and Video Foundation (NFVF) call for Marketing and Distribution cycle 2 funding applications is open

The NFVF, an agency of the Department of Sport, Arts and Culture that is created...

02/07/2024

Global Arabic Bouquet (GAB) renewed deal

Arabsat, ASBU and Globecast are commemorating 20 years with a renewed multi-year deal for Global Arabic Bouquet (GAB) services, providing a wide range of DTH di...

11/06/2024

30 YEARS OF SOUTH AFRICA'S DEMOCRACY CELEBRATED THROUGH THE FILM LENS AT THE 77TH INTERNATIONAL CANNES FILM FESTIVAL

Tuesday 11 June 2024, Johannesburg. The National Film and Video Foundation (NFVF...

31/05/2024

Statement on the alleged ill treatment of cast members

The National Film and Video Foundation (NFVF), the custodians of the South African Film and Television Awards (SAFTAs), has learned of the allegations of ill-tr...