As you know, every director of movies, TV series, documentaries and commercials has a distinctive filmmaking style. Egg Films’ Lebogang Rasethaba is no different. Best known for his work that sits at the nexus where subcultures meet pop culture, where advertising meets the street culture, he ups the ante and shows his versatility with the recent TVC shot for Momentum.
‘Circle of Life’ is part of the #BornWithMomentum/ Where will your momentum take you?’ campaign. It follows a child born in the 1980s, a girl, who consistently pushes the boundaries of her world. She is deeply explorative, imaginative and refuses to settle for the ordinary; she is a maverick.
For Lebogang, Egg Films’ interpretation of the original brief threw up a number of challenges, which he embraced whole-heartedly. One was to make certain the characters maverick spirit shone through at each stage of her life. Another was to ensure that every second of the ad and representation of the circles in the story was imbued with a sense of momentum. Both of these were crucial elements of the brief.
If that was not enough, the ad- so rich, detailed and textured in many ways- had to balance one head-strong maverick character and an actual maverick approach to the crafting of the advert. Lebogang had never directed anything of the sort. Drawing on all of his documentary experience Lebogang triumphed, filling the TVC with all the emotion it needed to resonate with all who saw it.
Grateful for the opportunity to explore a directors edit Lebogang worked with Markus Wormstorm on a new track to further support the vision of allowing the audience to connect with the story and the character in a powerful and meaningful way.
Im sure you’ll agree, this may be a new style for Lebo, but its one he’s more than good at.
Julia Schnurr: Producer