The Brief
The Soweto Derby is the world's most-attended football derby. The two clubs at the centre of it had never collaborated on an independent campaign before. The brief was to build something that lived above the rivalry without softening it, to put both crests in one frame and have the work reflect what that means culturally.
The Approach
We removed everything that didn't serve the truth. No catalogue shoot. No white backdrops. No imported aesthetic. South African football culture has its own language, the way supporters dress, move, and show up on match day. It doesn't borrow from anywhere else. It doesn't need to. Every creative decision, casting, location, styling, grade, ran through one filter: does this feel true to the people who actually live this? If it does, we shoot it. If it doesn't, we go back.
Two supporters. Two cars. One moment. The hero film is built around movement, match cuts, and a single shared moment between two rivals. A Chiefs supporter and a Pirates supporter, each behind the wheel of a vintage car, camera rig mounted to the side of each vehicle, tight on the talent, tight on the product. The cut moves between them as they drive through open landscape. The payoff: both cars slow and pull up alongside each other. Both doors open. The supporters step out and the frame holds, two crests, one moment.
“Two distinct identities that have shaped how a generation of South Africans understand loyalty, pride, and belonging.”
“This isn't a catalogue shoot. It's a portrait of culture. Fashion as identity. Colour as allegiance.”
