A seemingly average man walks into a room full of humans each of whom posses one superhuman ability. The leader announces that this man is joining “the League.” This announcement is met by doubts and complains from the super humans all of whom seem to feel this man is not up to par. The man speaks, finally, and says that he has one ability. He removes his shoe and turns it into a Heineken. The super humans all change their minds immediately, now attempting to win his favor with flirtatious gestures and offers of rooming together.
Credits
Agency: Publicis USA David Droga, worldwide creative director; Ken Ratcliffe, senior VP/creative director/copywriter; Ted Royer, senior VP/creative director/art director; Sally-Ann Dale, senior VP/director of broadcast production/producer. Production Company: MJZ Dante Ariola, director; Darius Khondji, DP; Jeff Scruton and David Zander, executive producers; Natalie Hill, producer. Shot on stage at Hollywood Center Studios, Los Angeles. Editorial: Cosmo Street Andrea MacArthur, editor; Lisa Houck, assistant editor; Lisa Greenleaf, producer. Postproduction: Company 3 Los Angeles Stefan Sonnenfeld, colorist; Missy Papageorge, producer. Visual Effects: THE MILL, London Helen Weil, producer; Chris Knight, visual effects supervisor/lead Flame artist; Edwin So and David Birkhill, Flame assistants; Matt Estela, CGI animator; Jo Shepard, CGI producer. Music: Stimmung Jason Johnson, composer; Gus Koven, sound designer; Kelly Fuller, producer. Audio: Sound Lounge Glen Landrum,
Caviar Director Alex Cook Does Heavy Lifting In Short Film For Onyx
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... Read More
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