Director Craig Rasmus joins The Feds roster
Sydney production company The Feds has 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 campaign consists of two 60-second spots, titled ‘Greatness Is Within’ and ‘Sometimes’. Although both commercials are completely different in approach, they both rely on a strong narrative direction.
Says Rasmus:”I tend to favour work that utilises strong narratives with natural lighting and an observational approach. 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 voice over of Nylon Studios and actor Lee Perry as a Mike Tyson-inspired fighter, his TVC ‘Greatness Is Within’ 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 .
The second spot, 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 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 commercial director with The Feds.
With a notably 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.
Rasmus explains: “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. 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.”
Michael Cook, co-owner and executive producer of The Feds,is equally enthusiastic about signing the new director. Says Cook: “The minute I met Craig and screened his reel, I knew I wanted him to join The Feds. His work has a confident and fresh feel to it and I thought he was a perfect fit to our company”.
6 Comments
Nice work bro!
Congratulations Craig. You are a star!
Wish you all the best Craig. Good luck.
One of the most talented young directors out there. Smart, articulate, passionate – and not full of ego. Definitely someone to watch!
Well done Craig and all the success in the future.
That’s brilliant Craig. I remember that video you sent us that we loved (because we were in it), then we forgot about you….I think you’ll do well.