Superbalist challenges the norm in Impress Yourself campaign
Spot created by M&C Saatchi Abel and directed by Egg Films’ Lebogang Rasethaba.
Cape town based Egg Films' director Lebogang Rasethaba joined forces with M&C Saatchi Abelon 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 a campaign that would tap into people’s inner narrative about their sense of self-worth. Rasethaba and the team bring a strong and distinctive visual edge to this campaign, while simultaneously letting the internal dialogue of the performers take centre stage.
This work is a celebration of unique and eclectic individuals, and echoes a recent trend in fashion advertising that challenges conventions and celebrates individuality and difference.
Delicately reflecting humanity and endurance back to us, Impress Yourself is a visually powerful piece of culturally relevant communication, a refreshing fashion ad that’s not a fashion ad.
Credits
View on- Agency M&C Saatchi Abel/Cape Town
- Production Company Egg Films
- Director Lebogang Rasethaba
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Credits
View on- Agency M&C Saatchi Abel/Cape Town
- Production Company Egg Films
- Director Lebogang Rasethaba
- Editing 2+3 Post Productions
- Executive Producer Colin Howard
- Producer Julia Schnurr
- Production Manager Pia Caverni
- Production Designer Keenan McAdam
- DP Thomas James Revington
- Editor Stephen du Plessis
- Online Blake Prinsloo
- Colourist Terry Simpson
- Art Director Lubabalo Mtati
- Copywriter Gabriella (Bella) Evans
- Executive Creative Director Jake Bester
- Head of Production Bronwyn Henry
Explore full credits, grab hi-res stills and more on shots Vault

Credits
powered by- Agency M&C Saatchi Abel/Cape Town
- Production Company Egg Films
- Director Lebogang Rasethaba
- Editing 2+3 Post Productions
- Executive Producer Colin Howard
- Producer Julia Schnurr
- Production Manager Pia Caverni
- Production Designer Keenan McAdam
- DP Thomas James Revington
- Editor Stephen du Plessis
- Online Blake Prinsloo
- Colourist Terry Simpson
- Art Director Lubabalo Mtati
- Copywriter Gabriella (Bella) Evans
- Executive Creative Director Jake Bester
- Head of Production Bronwyn Henry
According to Egg Films’ Producer, Julia Schnurr, the team shot the entire campaign in just three days using only two houses as the locations, and they did it all while the stills for the campaign were being done at the same time. ‘Quite a feat’ is how she put it.
“I was really excited to work with the creative team from the agency, probably one of the most exciting teams in advertising. Being able to experiment with a fashion ad that wasn’t overtly selling fashion but rather an attitude was interesting and complex,” added Rasethaba.
For M&C Saatchi Abel, Jake Besterwas Executive Creative Director, Bella Evans was the Creative Group Head and Copywriter, and Lubabalo Mtati was the Creative Group Head and Art Director, with Bronwyn Henry producing.
“I am obsessed with humanity’s inner dialogues. You know, the existential stuff. In a lot of ways, we are the product of our own inner dialogues. I think it’s important to acknowledge that we construct our views of the world through the things we tell ourselves … and don’t tell ourselves,” said Rasethaba.
“To explore all this depth with something as seasonal, playful and perhaps even whimsical as fashion is both challenging and fun.”