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Egg Films director Kyle Lewis has once again delivered a bold, sharply crafted piece of work, this time for global beer brand Millers and agency BBDO Zagreb.
Titled Break The Mold, the campaign is a high-energy homage to individuality and self-expression, brought to life by four ambassadors: South African artist Karabo Poppy, skateboarder Brandon Valjalo, dancer Daniel Krichenbaum, and DJ Nazira Kassenova.
“Break the Mold, that was the heartbeat of this entire project” says Lewis, “we lived it in every frame. From my camera department to production assistants, every member of my team went full throttle to craft something bold, different, and electric. Working with the agency was a dream, BBDO Zagreb gave us the creative space to truly experiment, and the client backed us with the kind of trust that lets risks turn into rewards.”
Directed over three days across multiple Cape Town locations, the spot fuses film techniques including holograms and unconventional lensing with street-level storytelling. Kyle, known for his genre-pushing visual language, captures not just performances, but a cultural pulse that feels electric.
Special thanks to the powerhouse creative team of Maja Rašić, Ana Bratković, Ivan Čadež, Igor Raguz and Jasenka Blažević, who held everything together with grace and grit. And of course, to Tim Page, the steady captain of our wild ride.
Shot by DOP Adam Bentel and finished in post by Strangelove, the commercial builds on Millers’ international tone with a fresh, energetic feel. From the street-inspired wardrobe styling to the holographic overlays, the spot brings together visual elements that have Lewis written all over them.
