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20 South African Fashion Designers Collaborate on New Castle Lite Campaign



Egg Films’ Lebogang Rasethaba directed Money Calling, a new multi-format video which includes several TVCs and a music video featuring South African hip hop stars Nadia Nakai, Frank Casino and music producer Dellz.

Money Calling is set in a mysterious, moody, cold world of high fashion, rituals, and a council of elders. The house is icy and futuristic as ever, with high-fashion pieces from over 20 South African designers, including the likes of Black Coffee, Chulaap, David Tlale, Kiara Gounder, Kisua, Kumkani, and Thebe Magugu.

“For the first time, authenticity doesn't feel like a boardroom dream; it feels like something we were able to achieve just by the sheer scale of collaboration,” says Rasethaba.

Nakai and Casino both recently shared the stage with Chance the Rapper at the #CastleLiteUnlocks concert. Nakai was nominated for Best Music Video at this year’s South African Music Awards (SAMAs), while Casino won Best Remix at last year’s South African Hip Hop Awards for Whole Thing with Riky Rick.

Money Calling earned a Special Mention at the ididtht Craft Awards, where guest judge Stuart Stobbs, chief creative officer at 1886 Advertising, said, "Wow, a song and a music video that have been made for a brand but don’t seem like they’ve been made by a brand! Great job. Lebo and Egg have masterfully crafted some real kick-ass Wakanda-like imagery. Also, love the constant icefall that ties every shot together in a dreamy, chilly, afrofuture fantasy wonderland."

This campaign for Castle Lite’s new resealable 910ml bottle was Lebo’s fourth for Ogilvy and the brand. “This kind of campaign was only possible because of the level of trust and mutual appreciation we’ve developed over time,” says Rasethaba.

Rory O’Grady shot the ad, which was edited by William Kalmer at Post Modern and finished at BlackGinger. Gabrielle de Gersigny and Candice Lee Waldman oversaw the wardrobe, while Chris Bass was the production designer, earning special praise from Nakai on Instagram, where she posted, “How amazing is the styling and art direction?”

For Ogilvy, Nicholas Wittenberg was executive creative director, Neil White was the associate creative director and copywriter, and Mark Haefele was the creative group head and art director, with Sharon Martin producing.

Official Music Video:

See more of Rasethaba’s work at https://eggfilms.tv/south-african-commercials-director/lebogang-rasethaba/.

About Lebogang Rasethaba
Rasethaba grew up in South Africa, spent five years in China completing his master’s in film studies, and returned to his mother continent with a remarkable skill set and a handy fluency in Mandarin.

Since then, he has made his mark on the advertising world, winning Creative Circle Ad of the Year, working with a spread of international brands, and featuring regularly on sites like Highsnobiety, i-D, Nowness and Vice.

His Sons of Kemet music video was screened at TED Global in 2017, while Lebogang has also completed four feature-length documentaries, The People Vs Patriarchy, The People Vs The Rainbow Nation, Future Sound of Mzansi, and Prisoner 46764: The Untold Legacy of Andrew Mlangeni. Rasethaba’s documentary work brings him closer to people’s lived experiences and adds a sense of realism to his commercials.

About Egg Films
The top-ranked production company at the 2017 Loerie Awards, Egg Films represents directors Brent Harris, Dani Hynes, Kyle Lewis, Lebogang Rasethaba, Slim, Sunu and Zwelethu Radebe. We do TV ads, music videos, short films and other things too. For more information, visit https://eggfilms.tv/.

Credits
Title: Money Calling
Client: SAB
Length in seconds: 4 x 30” & 1x music video
First flight date: 4 June 2018 ( roll out)
Agency: Ogilvy & Mather CPT
City & country: JHB, South Africa
Agency producer: Sharon Martin
Executive Creative Director: Nicholas Wittenberg
Associate Creative Director (copywriter): Neil White
Creative Group Head (Art Director): Mark Haefele
Director: Lebogang Rasethaba
Director of photography: Rory O’ Grady
Production co art director: Chris Bass
Production co producer: Julia Schnurr
Executive producer: Colin Howard
Editing company & city: Post Modern (JHB)
Editor: William Kalmer
Post production co & city: Blackginger (CPT)
Music & music publisher: Dellz /Nadia Nakai / Frank Casino
Other credits: Wardrobe by Gabrielle De Gersigny & Candice Lee Waldman

Read More »

20 South African Fashion Designers Collaborate on New Castle Lite Campaign



Egg Films’ Lebogang Rasethaba directed Money Calling, a new multi-format video which includes several TVCs and a music video featuring South African hip hop stars Nadia Nakai, Frank Casino and music producer Dellz.

Money Calling is set in a mysterious, moody, cold world of high fashion, rituals, and a council of elders. The house is icy and futuristic as ever, with high-fashion pieces from over 20 South African designers, including the likes of Black Coffee, Chulaap, David Tlale, Kiara Gounder, Kisua, Kumkani, and Thebe Magugu.

“For the first time, authenticity doesn't feel like a boardroom dream; it feels like something we were able to achieve just by the sheer scale of collaboration,” says Rasethaba.

Nakai and Casino both recently shared the stage with Chance the Rapper at the #CastleLiteUnlocks concert. Nakai was nominated for Best Music Video at this year’s South African Music Awards (SAMAs), while Casino won Best Remix at last year’s South African Hip Hop Awards for Whole Thing with Riky Rick.

Money Calling earned a Special Mention at the ididtht Craft Awards, where guest judge Stuart Stobbs, chief creative officer at 1886 Advertising, said, "Wow, a song and a music video that have been made for a brand but don’t seem like they’ve been made by a brand! Great job. Lebo and Egg have masterfully crafted some real kick-ass Wakanda-like imagery. Also, love the constant icefall that ties every shot together in a dreamy, chilly, afrofuture fantasy wonderland."

This campaign for Castle Lite’s new resealable 910ml bottle was Lebo’s fourth for Ogilvy and the brand. “This kind of campaign was only possible because of the level of trust and mutual appreciation we’ve developed over time,” says Rasethaba.

Rory O’Grady shot the ad, which was edited by William Kalmer at Post Modern and finished at BlackGinger. Gabrielle de Gersigny and Candice Lee Waldman oversaw the wardrobe, while Chris Bass was the production designer, earning special praise from Nakai on Instagram, where she posted, “How amazing is the styling and art direction?”

For Ogilvy, Nicholas Wittenberg was executive creative director, Neil White was the associate creative director and copywriter, and Mark Haefele was the creative group head and art director, with Sharon Martin producing.

Official Music Video:

See more of Rasethaba’s work at https://eggfilms.tv/south-african-commercials-director/lebogang-rasethaba/.

About Lebogang Rasethaba
Rasethaba grew up in South Africa, spent five years in China completing his master’s in film studies, and returned to his mother continent with a remarkable skill set and a handy fluency in Mandarin.

Since then, he has made his mark on the advertising world, winning Creative Circle Ad of the Year, working with a spread of international brands, and featuring regularly on sites like Highsnobiety, i-D, Nowness and Vice.

His Sons of Kemet music video was screened at TED Global in 2017, while Lebogang has also completed four feature-length documentaries, The People Vs Patriarchy, The People Vs The Rainbow Nation, Future Sound of Mzansi, and Prisoner 46764: The Untold Legacy of Andrew Mlangeni. Rasethaba’s documentary work brings him closer to people’s lived experiences and adds a sense of realism to his commercials.

About Egg Films
The top-ranked production company at the 2017 Loerie Awards, Egg Films represents directors Brent Harris, Dani Hynes, Kyle Lewis, Lebogang Rasethaba, Slim, Sunu and Zwelethu Radebe. We do TV ads, music videos, short films and other things too. For more information, visit https://eggfilms.tv/.

Credits
Title: Money Calling
Client: SAB
Length in seconds: 4 x 30” & 1x music video
First flight date: 4 June 2018 ( roll out)
Agency: Ogilvy & Mather CPT
City & country: JHB, South Africa
Agency producer: Sharon Martin
Executive Creative Director: Nicholas Wittenberg
Associate Creative Director (copywriter): Neil White
Creative Group Head (Art Director): Mark Haefele
Director: Lebogang Rasethaba
Director of photography: Rory O’ Grady
Production co art director: Chris Bass
Production co producer: Julia Schnurr
Executive producer: Colin Howard
Editing company & city: Post Modern (JHB)
Editor: William Kalmer
Post production co & city: Blackginger (CPT)
Music & music publisher: Dellz /Nadia Nakai / Frank Casino
Other credits: Wardrobe by Gabrielle De Gersigny & Candice Lee Waldman

Read More »

The Biggest Star of Golden Door’s New Celebrity Ad Campaign is the One Behind The Camera – Annie Leibovitz


Two icons come together in a fresh new Grace Creative advertising campaign that transcends the destination spa category: Golden Door, the iconic luxury retreat long favored by old and new Hollywood, and Annie Leibovitz, the iconic photographer of our times and designated Living Legend.

“Annie is a master storyteller who captures her subject’s inner essence with striking insight and humanity,” says Kathy Van Ness, COO of Golden Door. “Her artistic vision aligns so well with our mission here at Golden Door. We were absolutely ecstatic when she signed on to do it.”



Each ad in Golden Door’s “Human Again” campaign features well-known guests who tell first-person stories of profound personal transformation sparked by their experiences at the luxury retreat. While Golden Door has always elevated the concept of retreat to a higher level, the message here is that no matter who you are, the greatest luxury of all is becoming human again.

The guests featured are entertainment mogul, Chaz Ebert, a guest at Golden Door 68 times; wine entrepreneur Pavi Micheli Lawson, 22 times; culinary power couple Chef Ludo and Krissy Lefebvre, 6 times; and TV fashion and style arbiter, Joe Zee, 2 times.



Says celebrity chef Ludo Lefebvre, “Shooting with Annie at Golden Door, the one place that brings an immediate sense of calm the minute you walk through that door, was definitely the best experience I ever had in front of the camera. When Annie Leibovitz tells you to do something you trust her and you do it, even if it is to take your shirt off.”



The campaign was developed by LA-based Grace Creative, a boutique agency dedicated to marketing to women. The “Human Again” campaign launched recently with full-page spread ads in The Hollywood Reporter, and will include outdoor, digital and social media.

Credits:
Agency: Grace Creative, Los Angeles, CA (USA)
Art Director: Kathy Sjogren
Writer: Susan Colby
Photographer: Annie Leibovitz

Read More »

The Biggest Star of Golden Door’s New Celebrity Ad Campaign is the One Behind The Camera – Annie Leibovitz


Two icons come together in a fresh new Grace Creative advertising campaign that transcends the destination spa category: Golden Door, the iconic luxury retreat long favored by old and new Hollywood, and Annie Leibovitz, the iconic photographer of our times and designated Living Legend.

“Annie is a master storyteller who captures her subject’s inner essence with striking insight and humanity,” says Kathy Van Ness, COO of Golden Door. “Her artistic vision aligns so well with our mission here at Golden Door. We were absolutely ecstatic when she signed on to do it.”



Each ad in Golden Door’s “Human Again” campaign features well-known guests who tell first-person stories of profound personal transformation sparked by their experiences at the luxury retreat. While Golden Door has always elevated the concept of retreat to a higher level, the message here is that no matter who you are, the greatest luxury of all is becoming human again.

The guests featured are entertainment mogul, Chaz Ebert, a guest at Golden Door 68 times; wine entrepreneur Pavi Micheli Lawson, 22 times; culinary power couple Chef Ludo and Krissy Lefebvre, 6 times; and TV fashion and style arbiter, Joe Zee, 2 times.



Says celebrity chef Ludo Lefebvre, “Shooting with Annie at Golden Door, the one place that brings an immediate sense of calm the minute you walk through that door, was definitely the best experience I ever had in front of the camera. When Annie Leibovitz tells you to do something you trust her and you do it, even if it is to take your shirt off.”



The campaign was developed by LA-based Grace Creative, a boutique agency dedicated to marketing to women. The “Human Again” campaign launched recently with full-page spread ads in The Hollywood Reporter, and will include outdoor, digital and social media.

Credits:
Agency: Grace Creative, Los Angeles, CA (USA)
Art Director: Kathy Sjogren
Writer: Susan Colby
Photographer: Annie Leibovitz

Read More »