Onyx’s uplifting athletic journey
Alex Cook's gorgeously crafted spot for the weightlifting equipment brand captures one young woman’s journey to achieving her Olympic dreams.
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Credits
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- Production Company Caviar/Los Angeles
- Director Alex Cook
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Credits
View on- Production Company Caviar/Los Angeles
- Director Alex Cook
- Production Company Radiance Pictures
- Executive Producer Salim El Arja
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Credits
powered by- Production Company Caviar/Los Angeles
- Director Alex Cook
- Production Company Radiance Pictures
- Executive Producer Salim El Arja
Skilfully directed by Alex Cook through Caviar and Radiance Pictures, this emotive campaign for sports equipment brand Onyx x Weightlifting USA follows a young girl’s pursuit of Olympic greatness.
The film, titled Every Rep, opens with a shot of a little girl eating breakfast, capturing the exact moment she’s inspired by an Olympic weightlifting competition on the television. Cook cuts to the same prospective athlete at pivotal points throughout her training career, with a dynamic and dizzying edit whisking us through its highs and lows before an inspiring final moment.
Cook adds, “We shot the piece as something of a hybrid doc, commercial, short film for Onyx x USA Weightlifting. We mirrored a real athlete’s journey in the sport, using her personal experience to explore the clash of dreams and effort that many face on the road to national competition.”
