Australian director Roderick Gadaev has launched his commercial career with Anytime Fitness “Carve Your Routine” campaign.
Formerly an awarded narrative and music video director, Gadaev has further developed his portfolio since his time at AFTRS. His first short, ’17 Minutes’, Sci Fi starring Matt Doran from 1999’s Matrix, went on to garner critical success internationally, debuting in Clermont Ferrand earning multiple directorial wins across its extensive festival run spanning North and South USA, Europe and Asia.
This project catapulted him into feature films, wherein he signed with narrative-focused production company, RLC Motion Picture Entertainment (Legend of Ben Hall 2016), in Disney Studios. Cuba Gooding Jr was a frontrunner for the lead role in 2023, prior to complications in his personal life.
2023 saw Roderick diversify into the music video sphere with independent Australian pop artist, Dinley Jones, on the genre-blended clip “Get Down, Right Now”. Accolades include best music video wins in St Kilda ‘Clipped’ Film Festival, Byron Bay Film Festival and London Film Awards, as well as taking home the ‘Raphael Kent Award for Best Director’ in the prestigious 4th Los Angeles Music Video Awards held in Culver City, in which Roderick Gadaev was a panellist representing Australia.
Most recently, Gadaev (pictured above) has entered the TVC sphere with his first collaboration with Anytime Fitness, ‘Carve Your Routine’, starring Chanel 7’s Mr Motivator; Caleb Duncan. Caleb hosts his own regular segment on broadcast TV, inspiring fitness audiences Australia wide. Caleb is also known for his lead appearance in Binge’s F-Boy Island, wherein his athleticism was noticed by the gym brand.
The Anytime Fitness spot features Caleb in a repetitive morning routine, until he breaks out by carving time out for the gym, bringing an element of control and colour into his world. An easy-to-digest concept to be played inside Anytime Fitness gyms Australia wide alongside a comprehensive social media release.
Says Sam Green, owner of Anytime Fitness Belmore: “Roderick was efficient, easy to work with and ambitious with the concept – couldn’t be happier. He took our brief far beyond our expectations… I look forward to working with him in the near future.”
Says Gadaev (above): “It’s about time I broke into the TVC space. It’s something I’ve always wanted to do and have a passion for. In many ways, it’s more challenging and exciting than narrative in that we (directors) need to find a way to convey a story in 90, 60, or even 30 seconds, a luxury that often goes overlooked in the narrative or music video world. As is often the case with TVC, the limitations force an additional element of creativity into a project, which I live for. Bring it on.”