Everlast
Everlast
Everlast’s legacy is deeply rooted in technical wear and boxing. These were the values we leaned into for the Q4 campaign, Be First, a phrase that captures the mindset of leading your life, setting your pace, and owning your journey.
While the original U.S. campaign featured boxing and dance figures like Deontay Wilder and Mikaela Mayer, our localized version was reimagined for the Chilean market, where Everlast’s core audience is predominantly female.
Everlast’s legacy is deeply rooted in technical wear and boxing. These were the values we leaned into for the Q4 campaign, Be First, a phrase that captures the mindset of leading your life, setting your pace, and owning your journey.
While the original U.S. campaign featured boxing and dance figures like Deontay Wilder and Mikaela Mayer, our localized version was reimagined for the Chilean market, where Everlast’s core audience is predominantly female.
We cast six local female influencers who embodied the self-made spirit, tailoring the campaign to reflect empowerment, ambition, and resilience from a distinctly female perspective.
Set in a boxing gym, the spot drew visual inspiration from Raging Bull, Creed, and Million Dollar Baby where our camera work was inspired by professional boxing matches to build a sense of tension that evolved into a celebration of empowered sisterhood and mutual strength. For this campaign I pitched the concept, led the creative direction, and directed the final spot.
We cast six local female influencers who embodied the self-made spirit, tailoring the campaign to reflect empowerment, ambition, and resilience from a distinctly female perspective.
Set in a boxing gym, the spot drew visual inspiration from Raging Bull, Creed, and Million Dollar Baby where our camera work was inspired by professional boxing matches to build a sense of tension that evolved into a celebration of empowered sisterhood and mutual strength. For this campaign I pitched the concept, led the creative direction, and directed the final spot.
Credits
Creative Direction: Gonzalo Bustamante
Directed by: Gonzalo Bustamante
Cinematography: Matías Illanes
Produced by: TimesTwo
Color Grading: Darío Órdenes
Sound Design: Paulo Gallo
Music License: The Seige - Voodoo (Fight the power) Editing: TimesTwo
Credits
Creative Direction: Gonzalo Bustamante
Directed by: Gonzalo Bustamante
Cinematography: Matías Illanes
Produced by: TimesTwo
Color Grading: Darío Órdenes
Sound Design: Paulo Gallo
Music License: The Seige - Voodoo (Fight the power) Editing: TimesTwo
©2025 GONZALO BUSTAMANTE
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©2025 GONZALO BUSTAMANTE
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