Working Class Heroes

Sergeant Pepper ‘Working Class Heroes’ S/S 2014 Campaign


Menswear label Sergeant Pepper published the first video in their two-part Spring Summer 2014 campaign this morning. Titled ‘Working Class Heroes’ the campaign’s first release features Rosetta Roastery’s Ollie Balekage.


Brand Executive, Zak Venter, let us know more about the concept behind the campaign. He says, “Working Class Heroes is a Sergeant Pepper campaign celebrating specific local artisans that we believe share a very similar brand ethos and outlook on life. They are heroes pouring everything they have into this one single passion and pursuit, and are pioneers in their respective industries. We wanted to document a day in the life of these artisans and reveal a bit of the process behind the amazing product that their community engages with.”


The videos (the second one features Andy Fenner of Frankie Fenner Meat Merchants and will be out soon) were produced, directed and edited by Willem Grobler, who says, “The process behind these videos was a very interesting, rather hands-on one. Having limited resources, and working with real people as opposed to actors or models, we really had to push ourselves to create something world-class. So we put together a small team of very talented and driven filmmakers. After Zak and I spent a few weeks finessing the creative treatment, we set up meetings with our ‘heroes’ to discuss the process – one which they’d never been through. When the shoot finally commenced we found ourselves in the thick of a guerilla filmmaking frenzy, carefully treading through the area where documentary and fiction filmmaking meet.”


Local talents Christian Tiger School provided the soundtrack called ‘Slip Into Something Comfortable’.


Take a look back at their beautiful 2013 and 2012 campaigns.




Produced and Directed by Willem Grobler (Silver Lining Pictures)
Based on a creative concept by Willem Grobler and Zak Venter
Associate Producer: Jennifer Pack
Director of Photography: Christian Denslow
Gaffer: Barrett De Kock
Steadicam Gimbal Operator: Myron Mance
Edited by Sara CF De Gouveia and Willem Grobler
Colourist: David Grant (Searle Street Post)
Final Mix Engineer: Morne Marais (Sound Surgeon Studios)
Camera Equipment sponsored by 30SOMETHINGFILMS
Lighting and Additional Equipment sponsored by Media Film Services
Three Axis Gimbal sponsored by Gimbals SA

Special Thanks: Benedikt Sebastian, Jono and Rob from Rosetta Roastery, Renier Ridgeway from Silver Lining Pictures


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