19/07/2026
Just Keep Showing Up | SPEC Commercial (2024) 🏀
This was a very different project for me to commit to, as it was not only the first SPEC Commercial I had worked on, but also the first time I was working on a sports visual, one that included the persistence and pace of practice, alongside the frustrations and sharp-sighted focus that come with it.
These stimulating experiences are captured consecutively through cross-cutting montage techniques, accompanied by an adrenaline fuelled score that tells a short compelling story of a young Basketball player who contends with herself; to become the best she can be on the court.
When designing the title for this commercial, I avoided display typography, as I felt it would greatly distract from the bold black and white visuals, that make this story of encouragement so full of colour.
Therefore, keeping text bold was the initial goal. I trialled various typographic iterations from transparent titles, drop shadows, to thin and bold lettering. I did not want these bold titles to stagnate the pace of the visuals, by being too rigid. This is where positioning and hierarchy became a dominating factor, designing a title that blended with the sporty, visual identity.
Moving away from these more obvious bold titles; as are often seen in Nike/Addidas commercials, I instead chose to explore serif fonts to create a more unsuspecting identity for this project.
Although it did not have as much of a striking impact as the bold title outcomes, it did blend more softly into the background. Communicating both the detail and stern discipline of practice, as opposed to it being an oppressive and rigid weight.
To conclude, I am very thankful for the opportunity I had to work on this commercial and hope to expand further within this field.
All the best,
Charles Oliver,
Founder of GRAFIX Originals Ltd®
Directed by mambane and SEABO
Produced by Abdoulah M-Jones
Director of Photography: Michael Tebebu
Editor: Rowan Copeland