Fashion week campaign with Gert-Johan Coetzee

In a powerful collaboration between Gert-Johan Coetzee and A_squad, our recent campaign for Fashion Week was a statement of identity, resilience, and unity. Shot at the historic Union Buildings in Pretoria, the film was more than just a showcase of fashion—it was a visual narrative of strength, youth, and the unbreakable human spirit.

Each movement and pose carried significance. Bold, fixed poses symbolized a readiness to make a mark, with direct eye contact conveying confidence. Dynamic pull movements represented the reclaiming of control and humanity. Every step forward was a statement—taking a stand, moving towards a future where inclusivity and equality are undeniable truths.

Beyond strength, the campaign embraced the playfulness of youth. Smiling and dancing moments added a layer of joy, while synchronized group movements underscored the power of unity. Camera work played a crucial role, with smooth yet slightly shaky movements mirroring the ongoing struggle for peace and acceptance.

The Union Buildings served as more than just a backdrop; they stood as a symbol of equality, reinforcing the message that every person has value. Close-up shots of individuals echoed a profound statement: “This is who I am.”

The campaign was further elevated by the powerful words of Nelson Mandela, whose speeches underscored the message of hope, justice, and unity. His words reminded us that “the very right to be human is denied every day to hundreds of millions of people,” and yet, the time for healing and rebuilding is now: “The time for the healing of wounds has come; the time to build is upon us.” His voice carried the weight of struggle and the promise of a better future: “There is no easy road to freedom,” but “none of us, acting alone, can achieve success. We must therefore act together, as a united people, for the birth of a new world.”

This campaign stands as a tribute to the ideals Mandela fought for—a future where “there is justice for all, there is peace for all.” The final words of the campaign echo his vision: “The sun shall never set on such a glorious human achievement. Let freedom reign.”

The overarching theme resounded throughout the campaign:

“I am colorful. I am serious. I am youth. I am a force. I am joy. I am more than just my disabilities. I am human.”

This campaign is a celebration of identity and a call to recognize the beauty of diversity. It reminds us that beyond skin color, beyond challenges, we are all connected in our shared humanity.