Kirsten Landman's inspirational road to Dakar
Ryobi teams up with director Samatha Neil to celebrate the enduro racer’s unconventional journey to be the first African woman to compete at the Dakar Race.
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Credits
powered by
- Agency Retroactive/Johannesburg
- Production Company 10th Street Media
- Director Samantha Nell
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Credits
powered by
- Agency Retroactive/Johannesburg
- Production Company 10th Street Media
- Director Samantha Nell
- Music and Sound Audio Militia
- Executive Producer Darren Kerr
- Creative Director Mike Sharman
- Talent Kirsten Landman
Credits
powered by
- Agency Retroactive/Johannesburg
- Production Company 10th Street Media
- Director Samantha Nell
- Music and Sound Audio Militia
- Executive Producer Darren Kerr
- Creative Director Mike Sharman
- Talent Kirsten Landman
Accomplished enduro rider, Kirsten Landman, shares her story of empowerment through defeat and determination to get the results she wants by never giving up in this fierce spot for power tool brand Ryobi through Retroactive, Johannesburg.
With Road to Dakar, 10 Street Media’s Samantha Nell showcases Landman’s story and her preparations for her biggest competition yet, the Dakar race in Saudi Arabia, where she will be the first African woman to compete in the race.
Through her VO, Landman focuses on how people consistently discouraged her and filled her with doubt. However, as the spot goes to show, she proved them wrong by going after what she wanted even when people said it was not possible - bouncing back from people questioning her ability to race due to her gender and from recovering after what was supposed to be a career crushing injury.
