Reveal Your Inner Athlete – Rademar
Advertising Agency: Tabasco, Tallinn, Estonia
Creative Director: Indrek Viiderfeld
Art Director: Kerstin Raidma
Copywriter: Indrek Viiderfeld
Illustrator: Kerstin Raidma
Photographer: Kalle Veesaar
Arcade Content’s Kyle Lewis directed Unlimited Fight, Nike’s tribute to South Africa’s 2016 Olympic Gold medallist, Caster Semenya.
The piece salutes Caster’s will to succeed even as her legitimacy as a female athlete has been continually contested on the grounds of society’s deep-seated fear of that which is different. Caster’s courage and determination is celebrated through a montage of powerful portraits of teenage girls staring into camera while a voiceover delivers a message about society’s tendency to hold female athletes back instead of allowing them to flourish.
Caster went on to win her race, taking a gold medal home to her country, while the film’s powerful message sparked a torrent of pride and enthusiasm across both South African and international social media platforms, with Caster herself being proud enough to share it on her social media.
Advertising Agency: Design Futura
Agency team: Gustav Greffrath & Bianca Vermaak
Production company: Arcade Content
Producers: Lebogang Rasethaba & William Nicholson
Director: Kyle Lewis
DOP: Pierre De Villiers
Stylist: Kaley Meyer
Editor: William Kalmer, Deepend Post
Colourist: Craig Simonetti, Pudding
Music: Tapiwa Musvosvi
Sound company: Freq'ncy