Egg Films’ Lebogang Rasethaba directs savants of the social scene, mould breakers, paradigm shakers, rockers, rappers and revolutionaries in Jägermeister’s ‘Be the Meister’.

The campaign sets out to celebrate individuals who disrupt by irreverently taking a shot at mastering their craft with passion and truth.

The spot explores the space where sub culture and pop culture come together, where downtown meets uptown, where street style meets the runway.

‘Be the Meister’ was conceptualised by FoxP2’s creative team of Oarabile Mahole and Athule Nano and the idea came to life under the creative guidance of ECD Grant Sithole.

The iconic Jägermeister stag was all thanks to computer graphics by the wizards from Sinister Studio.

“We couldn’t have made this without the team from Jägermeister. A brand that will challenge convention and smash the status quo to start a revolution,” said Rasethaba.

“Bea Theron, Donne Wolk, Lewis Jones, Kyle Pastor, and Jarrod Stewart are all incredibly cool, all very different, all very smart, and all contributed to this production in unique invaluable ways.”

You can see more of Rasethaba’s work here: https://eggfilms.tv/south-african-commercials-director/lebogang-rasethaba/

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