Sydney's The Feds Adds Craig Rasmus

Director Craig Rasmus Joins Ranks with The Feds
 

Director Craig Rasmus' work for Everlast has been an award-winner.

Sydney production company The Feds has recently signed Craig Rasmus to its roster, launching the upcoming performance-based director to the Australasian market with an ad campaign for client Everlast.
 
The award-winning Everlast work consists of two 60-second spots, titled "Greatness Is Within" and "Sometimes." His reel also includes a 45-second spot for youth fashion label Ksubi, formerly known as Tsubi. Rasmus has also produced a spec ad for Cooper's Clear titled "Ghost," a parody on a scene from the acclaimed 1990's Patrick Swayze hit of the same name.
 
"I tend to favor work that utilises strong narratives with natural lighting and an observational approach," explains Rasmus.  "I have a strong interest in the youth lifestyle genre, plus I like witty comedy that has been played straight and given a natural photographic approach."
 
Using the voiceover of Nylon Studios and actor Lee Perry as a Mike Tyson-inspired fighter, his "Greatness Is Within" spot repeats the famous boxer's motivational words, with the aim to get inside the hero's mind and to reinforce his desire to win before an upcoming bout.

Craig Rasmus.

The second spot, "Sometimes," with a soundtrack by gospel singer Bessie Jones, is styled to allow the viewer a fly-on-the-wall style experience of a week in the life of a professional boxer and thereby uses a subtle observational style of filming to capture the main subject's everyday life, both in and outside the ring.
 
With a background as a professional film and TV editor working on projects for clients including the pain reliever Panadeine and PK Chewing Gum, Rasmus also freelanced as a director's assistant for some of Australia's top commercial directors before deciding to launch his own career as a director with The Feds.
 
With a well-rounded resume, Rasmus has a sound grip on the production process. His first foray into the world of film and TV came at an early age, when he was commissioned as a child actor on the set of TV commercials and TV series. "Although I have a background in performance, it was pretty clear from early on in my career that my aspirations were set behind rather than in-front of the camera," he says.
 
The director is excited to now be a part of a well-established Sydney production company. "I feel really lucky to have access to such great resources and to receive such encouragement from The Feds whilst I'm finding my feet as a commercial director," he notes. 
 
Michael Cook, Co-owner and Executive Producer of The Feds, is equally enthusiastic about signing the new director: "The minute I met Craig and screened his reel, I knew I wanted him to join The Feds," he says. "His work has a confident and fresh feel to it and I thought he was a perfect fit to our company."

Published 22 November, 2011