Lebogang Rasethaba on the run with three spots for Nike
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Mon, 14 Aug 2017 10:42

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 don't 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 don't.”

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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