Swiss sportswear brand On’s ‘The Right to Race’ docu-film tells a powerful story about belonging and resilience with a focus of Dominic Lokinyomo Lobalu – a runner originally from South Sudan looking to compete in Switzerland
On sponsors long-distance runner Lobalu and leveraged to the ambassador tie-up by telling his story in a documentary short released on World Refugee Day on 20 June.
The film follows Lobalu’s journey from being orphaned at just nine-years old in war torn South Sudan to winning 2022 Diamond League 3000 races in Stockholm and Geneva with no national idetnity and his efforts to seek asylum in Switzerland and represent the landlocked European country in the World Athletics Championship.
The initiative kicked off on 15 June with a trailer hinting at the refugee runner’s dreams of Olympic glory.
While the full, 30-minure ‘The Right to Race’ film premiered at the Cannes Lions International Festival of Creativity on 20 June tells his story as he fights for the right to race.
The film was backed by a set of supporting social content and all executions seek to drive viewers online to find out more at a bespoke website https://www.righttorace.com.
On’s film explores the relationship between Lobalu and his Swiss coach Markus Hagmann, while explaining that and asking why how Lobalu continues to be excluded from official refugee teams while he is being asked to wait up to a decade before being eligible for citizenship in Switzerland.
It blends archive footage with fresh interviews, training video and outlines the negotiations with the sport’s governing body, was written and directed by award-winning filmmaker, TV and advertising director Richard Bullock in association with Hungry Man Productions.
The film was written and directed by Richard Bullock, with Director of Photography Robert Farley and the production company was Hungry Man with Executive Producers Feliciano Robayna and Matt Buels, plus Producers Hannah Stone and Gessica Giulini, plus Production Assistant Sophie Campbell. Additional camera work was by Guillaume Laurent, Peter Eastgate, Jordan Maddocks, Luke Scully and Richard Bullock.
The editors were Peter Barton and Philip Horn, with Assembly Editor Liam Riley and Assistant Editor Harry Learoyd. Post production was by The Editors with Executive Post Producer Nicoletta Rousianos and Post Production Supervisor Grace Rouvray.
Music and sound was by Heckler Sound with Composer Dustin Lau, Sound Supervisor Bonnie Law, Music Editor Johnny Green, Re Recording Mixer Dave Robertson, Sound Editor Nick Keate and Sound Assistant Jack Okeby.
The title animation was by Machines of Loving Grace with Brett McManus, Matt Fezz, Sam Holman and Matt Edwards.
PR was handled by Elliott Stares, ESPR by Jessica Hartley For the RIght Reasons.
While images from the Official Diamond League Competition were courtesy of IMG and featured Dominic Lokinyomo Lobalu, Markus Hagmann, Fabian Weiderkehr, Guillaume Laurent, Marc Spescha and Jackie Brock- Doyle. Plus, the film thanks input from World Athletics, ATHLE.ch, The Hagmann Family, Tom Frischknecht, Jackli and Seitz and Delphine Maiarelli.
Comment
This is a powerful, original documentary and a fine example of brand-backed art and cultural content. While telling Lobalu’s story, the film raises thoughtful questions about identity and representation and celebrates human potential. It challenges viewers to reconsider their thoughts and assumptions about national identity and belonging.
This is Bullock’s third collaboration with On: having previously written and directed the brand’s previous short films including ‘RUN: The Athlete Refugee Team Story’ and the award-winning animated production ‘Black Ice’.
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