Northstar Footwear

Mr Price teamed up with Bata South Africa’s North Star brand and hip-hop duo MajorSteez to launch an exclusive sneaker and fashion capsule aimed at Gen Z. The campaign tapped into early 2000s streetwear nostalgia while staying affordable, stylish, and rooted in youth culture.

My Contribution:
I was actively involved in brainstorms, conceptualisation, and full execution — from pre-production through delivery. My roles included:

Lead DOP on key shoots, working across studio and location setups

Operating as Second Cam for dynamic multi-cam coverage

Capturing lifestyle, promo, and BTS content as a Videographer

Shaping creative treatment and contributing to visual direction alongside the team

Working across locations in Durban and Johannesburg

Execution & Platforms:

Directed and filmed content for TV, online, social, and in-store

Delivered edits for Instagram, TikTok, YouTube and billboard screens

Supported on-ground activations and pop-up events (e.g., Wits University)

Created high-energy visuals aligning with MajorSteez’s brand and musical tone

Impact:
The campaign was a national success, helping reintroduce North Star to South Africa’s youth and reframe it as a relevant, fashion-forward sneaker label. It connected culture, music, and style at every touchpoint — elevating both Mr Price and North Star’s influence in the Gen Z market.

Credits
Art Direction : Yanela Jika
Photography : Lesedi Mothoagae
Videography : Mvelo Gwambe/Stuart Bradford