Arcade Content’s Lebogang Rasethaba co-directed A New Belief: The People’s Race with German Stephan Wever.
The inspiring short film celebrates the Nike Soweto Marathon, which returned last November after skipping a year in 2013 for the first time since it began in 1992.
Founded in the year of the referendum to end Apartheid, The Soweto Marathon has become known as ‘The People’s Marathon,’ attracting people of all races, from across Africa and the rest of the world.
Lebogang says he wanted to tell the film from the perspective of Soweto, so the marathon didn’t come across like “this big alien.”
In A New Belief: The People’s Race, over striking visuals of the Soweto Marathon, motivational speaker Les Brown narrates the story of Roger Bannister, who broke the four-minute mile record in 1954, silencing skeptics who had argued that it was not physically possible.
“Since that time, up to this day, over 20 000 people have done it, including high school kids,” says Brown in a Martin Luther King-style voice-over. “20 000 people. What changed? Here’s what happened: when they got on the track, they knew it had been done, and because they knew it had been done, there was a new belief about this barrier that was unreachable, and those 20 000 people got in a race believing, knowing in their hearts that someone had done it, that it’s possible, that they can do it.”
Over 20 000 people is also the number of runners in last year’s Soweto Marathon, an event which, like Bannister, has changed perceptions of what’s possible.
Lebo praises the Soweto Marathon and running culture for making the streets accessible again. “If it wasn’t for running culture, a lot of us wouldn’t be able to experience the city the way we have.”
View more of Lebo’s work here.
Co-Directors: Stephan Wever and Lebogang Rasethaba
DP, Editor: Stephan Wever
Additional Filming: Lebogang Rasethaba
Creative Director: Joey W. Elgersma
Producers: Martina Luelsdorf, Isabel Kast
Colourist: Florian Staerk
Title design: Lenz Meier
Voice Over: Les Brown
Music: Hans Zimmer – Interstellar Main Theme
Starring: Zonke Mthethwa, Ruby Comney, Conny Dreher, Dilim Onyia, Zama Mthethwa, Isabelle Pohl, Minatha Condo, Ayanda Nkosi, Deirdre Larkin and all the lovely people from Soweto.
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INTRODUCING ARCADE CONTENT
ARCADE is a division of Egg Films that produces content that falls outside the realm of traditional TV commercials. This includes brand films, web series, music videos and more. We are breaking the mould of commercial filmmaking with a more minimal, guerrilla style of shooting but with all the backup of an established production company.
We are no longer constrained by how long or short content needs to be, freeing us to focus purely on engaging and entertaining a specific target audience. In today’s world of super-short attention spans it’s all about making content that audiences want to watch.
Branded content isn’t going to replace traditional advertising any time soon because it’s not at the frontline of selling, but it is filling that essential and bountiful space between the hard-sell and the consumer’s emotional breeding ground.
Arcade represents directors Lebogang Rasethaba, Rob Smith and Kyle Lewis. Egg Films’ multi-award-winning roster of directors is also available for any work aligned with Arcade’s style of producing content.
Arcade handles productions of any size and budget with creative skill and vision, collaborating with agencies and clients alike. The only thing we don’t do is TV commercials; that we leave to the other guys – Egg Films. Lebogang will continue to produce commercials through Egg Films.
Arcade is owned by managing director Colin Howard, director Lebogang Rasethaba, and producer Will Nicholson.