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Egg Films’ Lebogang Rasethaba directs savants of the social scene, mould breakers, paradigm shakers, rockers, rappers and revolutionaries in Jägermeister’s ‘Be the Meister’. The campaign sets out to celebrate individuals who disrupt by irreverently taking a shot at mastering their craft with passion and truth. The spot explores the space where sub culture and pop […]Read More
Egg Films’ Lebogang Rasethaba joined forces with M&C Saatchi Abel on the latest campaign for South Africa’s 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 […]Read More
Arcade Content’s Lebogang Rasethaba directed the music video for KwaDukuza, Mashayabhuqe KaMamba’s hit song addressing the taxi violence plaguing South Africa. In highlighting the futility of violence, the mini film also focuses on how women always sit at the receiving end of all the intersecting lines of violence, even when their bodies are not really central to […]Read More
Arcade Content produced Make One Day #Today, Native VML’s new campaign for Standard Bank, featuring brand films by Kyle Lewis, Lebogang Rasethaba and new signing Zandi Tisani. Conceptualised by Native VML, the campaign aims to inspire South Africans to publicly commit to making their dreams a reality today, rather than one day, later, just now […]Read More
Arcade Content’s Lebogang Rasethaba directed the branded music video at the centre of Ogilvy & Mather’s Castle Lite Ziyabanda campaign, which came second in the Digital/Interactive category for April-June at Creative Circle Ad of the Month. Lebo’s music video featured Sibot from Say Thank You teaming up with hip hop star Stilo Magolide from Boyzn Bucks to […]Read More
Native VML’s Africa Is Absolut campaign won Silver in the Change category at last week’s APEX Awards, which celebrates campaigns that deliver tangible returns. Arcade Content produced both the campaign’s film pieces, directed by Kyle Lewis and Lebogang Rasethaba respectively. The campaign helped Absolut achieve an increase of 89% in sales volume and 6% in market share […]Read More
Arcade Content director Lebogang Rasethaba recently directed two short documentaries for Operation Smile as part of Y&R South Africa’s gutsy live cross-platform idea #Operation45. In South Africa, one in every 700 children will be born with a cleft lip or palate. #Operation45 piggybacked on South Africa’s biggest soccer event, the Soweto Derby between Kaizer Chiefs and Orlando Pirates, to […]Read More
Arcade Content’s Rob Smith won two video Bronzes at the 2016 Bookmarks, South Africa’s premier digital awards. Rob took home Bronze in the Branded Content category for Sanlam One Rand Family, a five-part documentary series about a South African family living beyond their means, who have their salaries paid in one rand coins for one month to […]Read More
Egg Films’ Lebogang Rasethaba directed Mega Data and Mega Bonus, two music video-styled ads for Cell C featuring Aewon Wolf and Sketchy Bongo from The Wolf Pack. “I wanted to avoid making another ad where black people are dancing for airtime,” says Lebo. “I wanted to rather create something that belongs within a music video context, within that […]Read More
Arcade Content’s Lebogang Rasethaba directed In the Castle of My Skin, a new music video for award-winning UK jazz band Sons of Kemet. Shot in Tembisa, the music video features the Indigenous Dance Academy’s pantsula dancers as a black-tie orchestra, conducted by choreographer Jarrel Mathebula. It’s a study in contrasts: a convergence of the chaotic energy of […]Read More
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