Rebel
x Lifeline
The Brief
Rebel teamed up with Lifeline and adidas to create a limited-edition collection, with 100% of profits supporting Lifeline’s mental health services.
Sport has the power to lift our mood, clear our minds, and connect us – and the campaign needed to bring that to life.
The brief called for a raw, real and deeply human film, balancing authenticity with polish through live action, graphic supers, and illustrative elements from the Lifeline collection to tell a powerful, stats-backed story
Film Direction & Photography, Casting, Styling, Location, Post-Production, Animation, Safety, Crew, Unit, Coordination
The Solution
The General Store tapped Sam I Am for a seamless, authentic production that celebrated the mental health benefits of sport – from bonding with teammates to finding focus and community on the court.
Director Tobias Rowles captured the raw energy of friends playing pick up basketball, balancing intimacy with a documentary-style edge. From casting and location to post, we handled every detail, naturally integrating the purpose-built illustrations and supers into a seamlessly animated edit by Carve and Stitch.
The result: bold, multi-platform-ready content that highlights the power of getting out to play.
What We Delivered
A flexible suite of assets designed to drive awareness across broadcast, digital and social while keeping the message bold, authentic, and impossible to miss:
– Film: 30” TVC · 2 x 15” & 2 x 6” social cutdowns
– Stills: 2 x key visuals for OOH
– a series of portraits for digital channels
What They Said
“When it came to finding a creative partner for Rebel’s 2025 collaboration with Lifeline, we knew Sam I Am was the perfect fit. Tobias’ knowledge of basketball, its flow, moves and player instincts, shaped the vision with authenticity, while his meticulous attention to detail in post, ensured every frame was perfectly refined.”
Sharon Edmondston,
Chief Creative Director,
The General Store
What We Said
“This campaign was an absolute privilege to bring to life. Working alongside The General Store, Rebel, Adidas and Lifeline on a message as meaningful as this reminded us why we do what we do.
Tobias led the charge with such heart; his ability to capture authentic friendship, energy and connection both in motion and stills was extraordinary. Our entire creative and production teams poured themselves into every detail, from the shoot through to post, and the result truly reflects that shared commitment. It was all about celebrating the power of sport to bring people together and support one another when it matters most.”
Rich Cole,
Executive Producer,
Sam I Am
