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    Home » Caviar Director Alex Cook Does Heavy Lifting In Short Film For Onyx

    Caviar Director Alex Cook Does Heavy Lifting In Short Film For Onyx

    By SHOOTTuesday, July 8, 2025No Comments462 Views
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    A young woman pursues her dreams of Olympic weightlifting greatness through personal and painful struggles, ultimately reaching a national stage in this inspiring short film “Every Rep,” directed by Alex Cook and produced by Caviar and Radiance.

    The film opens with a young girl watching an Olympic weightlifting competition over breakfast. Entranced and immediately hooked, she takes to her garage to begin training. Cook cuts to the same prospective athlete, now a teenager, still pumping iron in her garage. To prepare for competition, she seeks specialized training and finds a caring coach. Her journey isn’t without hardship, as an early contest is cut short due to a serious injury. The latter half of the film sees the title star undergo physical therapy and recommit to the sport, all the more determined to overcome the odds. The film concludes with the final competition, where Cook portrays the original young girl from the beginning stepping up to the massive weights, demonstrating that the inspired child within us all never truly leaves our side in pursuit of greatness.

    Cook noted, “We shot the piece as something of a hybrid doc, commercial, short film for Onyx x USA Weightlifting. We mirrored a real athlete’s journey in the sport, using her personal experience to explore the clash of dreams and effort that many face on the road to national competition.”

    Cook assembled a production team over the holiday season of 2024 to film the project, which was put on hold during the January 2025 Los Angeles fires.

    “Alex has this rare ability to shape stories with emotional precision while elevating every frame with an incredible sense of craft,” adds Salim El Arja, Executive Producer at Caviar. “What he draws out of non-actors feels so raw and specific—it’s never performative, just deeply human. Every Rep is a perfect example of how he can take something personal and make it universal, without losing any of its heart.”

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    Credits

    Client Onyx x USA Weightlifting Production Companies Caviar, Radiance Alex Cook, director; Michael Sagol, Salim El Arja, exec producers; Nuer Taqa, producer; Zoey Pressey, production coordinator; Iain Trimble, DP; Taylor Venegas, production designer. Editorial Cosmo Street Edward Schroer, editor. VFX Nick Chamberlain, VFX. Color Bacon X Sam Gilling, colorist. Music Giosue Greco, composer; Jeremy Emery, mix. Cast Sunny Richesson, Rose Russom, Brent McKay, Dave Huber

    Genre:Sports
    Media Type:Film: Short
    Video Tags:Alex CookCaviarRadiance



    Megan Brotherton Directs “Straight Up” Comedy Campaign For Whole Moon

    Tuesday, April 14, 2026

    Plant-based milk Whole Moon has launched “Straight Up Good,” a comedy campaign that features colorfully offbeat fans of the non-dairy alternative as they are in unexpected situations, enjoying the beverage on its own, not just as a topper. The campaign was created in collaboration with freelance creatives Scott Kaplan, Matt Vescovo and Vlad Ivangorodsky, who served as Whole Moon’s bespoke agency, along with comedy director Megan Brotherton.

    “Straight Up Good” breaks with a series of videos across digital and social platforms, including this spot titled “Drink it Alone” where a woman enjoys the tasty, nutritious beverage “straight up.” She talks about the virtues of drinking it alone--and then segues humorously into other solitary aspects of her life.

    “Almost no one drinks plant milk on its own,” said creative director Kaplan. “You put it in your coffee, your smoothies, your cereal. Whole Moon tastes so great it breaks that habit. We created standout spots with funny product demos where very different characters drink Whole Moon straight in surprising ways. The brand wasn’t afraid to do something edgy and memorable, which is pretty rare these days.”

    “I had a blast working on the Whole Moon campaign,” said Brotherton, who is known for directing high-profile comedy campaigns. “As soon as I read the scripts, I said ‘I’m in.’ The creatives were super collaborative. They really listened to my input and suggestions as the scripts evolved and when it came to casting we were all aligned. The cast really elevated the scripts and brought out even more humor. It was truly a joy to direct.”

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