REEBOK - Personal Record

Another fitness themed Brand Film I wrote and directed. This one for Reebok. As always, the story is not about the product, but the person using it. Personal Record tells the compelling story of a female power lifter overcoming a history of casual repression. She uses the chorus of "you can'ts" and "because your a girl's" as motivation to overcome her current obstacles. Not only is it a compelling story, beautifully filmed, but it carries and important message of empowerment and equality.

This is what advertising should be.