Rasmus joins The Feds

Sydney production company The Feds has recently signed Craig Rasmus to its roster, launching the upcoming performance-based director to the Australasian market with an ad campaign for client Everlast.

The award-winning Everlast campaign consists of two 60-second spots, Greatness Is Within and Sometimes.

Rasmus said that he favours work that utilises strong narratives with natural lighting and an observational approach.
"I have a strong interest in the youth lifestyle genre," he said. "I like witty comedy that has been played straight and given a natural photographic approach."

With Nylon Studios and actor Lee Perry as a Mike Tyson-inspired fighter, Greatness Is Within echoes the famous boxer's motivational words.

The second spot, with a soundtrack by gospel singer Bessie Jones, is styled as a fly-on-the-wall experience of a week in the life of a professional boxer.

With many years as a director and editor Rasmus began his career as a child actor on televion shows and commercials.
"Although I have a background in performance, it was pretty clear from early on in my career, that my aspirations were set behind rather than in-front of the camera," he said.

Co-owner and executive producer of The Feds, Michael Cook is enthusiastic about signing the new director.
"The minute I met Craig and screened his reel, I knew I wanted him to join The Feds," he said. "His work has a confident and fresh feel to it and I thought he was a perfect fit to our company."