South African Hardware Brand Urges Grafters to 'Own the Dust'

South African production company Rolling Thunder have created a piece of work that celebrates hardworking guys who aren't afraid of a little graft. The spot is for hardware store Buco and it calls on its audience to 'own the dust'.

"When Rolling Thunder received the Buco brief we knew this was a special piece of work. Shot in Johannesburg, over two days, we are super happy with the outcome," says the team at Rolling Thunder.

"Director, Jorge Rubia prepared the job meticulously, casting wide and finding perfect locations that could fit into the tight schedule. DP Jamie Ramsay shot this beautiful spot on vintage anamorphic lenses. It was a great project to be involved in and the client and agency (Black Khaki) were completely open to Jorge’s storytelling vision."