Australian film director Roderick Gadaev began his commercial career with Anytime Fitness’ “Carve Your Routine” campaign.
Previously an award-winning director of narrative and music videos, he has further developed his portfolio since his time at AFTRS. His first short film, 17 Minutes, was his science fiction work in 1999 starring Matt Dolan from The Matrix, which went on to become an international critical success, premiering in Clermont-Ferrand and showing in the Americas. , won multiple director’s awards at major film festivals across Europe and Asia.
The project propelled him into feature films, signing him to Disney Studios’ narrative-focused production company RLC Motion Picture Entertainment (The Legend of Ben Hall 2016). Cuba Gooding Jr. was considered to be a leading candidate for the lead role in 2023 before his personal life started to suffer.
In 2023, Roderick diversified into music videos with the genre-blending clip “Get Down Right Now” with Australian independent pop artist Dinley Jones. It won Best Music Video at the St Kilda ‘Clipped’ Film Festival, Byron Bay Film Festival and London Film Awards, as well as the ‘Raphael Kent Award for Best Director’ at the prestigious 4th Los Angeles Music Video Awards held at Culver. He has even won an award. At City, Roderick Gadaev represented Australia on the panel.
Most recently, Gadaev (pictured above) entered the TVC realm 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 the television broadcast and is an inspiration to fitness viewers across Australia. Caleb is also known for starring in Binge’s F-Boy Island, where his athletic abilities were noticed by gym brands.
The Anytime Fitness spot follows Caleb as he goes through a repetitive morning routine, makes time to go to the gym, and breaks out by bringing an element of control and color into his world. It’s an easy-to-digest concept that can be played inside Anytime His Fitness gyms across Australia, alongside a comprehensive social media release.
Sam Green, owner of Anytime Fitness Belmore, said: “Roderick was efficient, easy to work with and ambitious with his concept. We couldn’t be happier.” He took our brief far beyond our expectations… I look forward to working with him in the near future. ”
Mr. Gadaev (above) says: “It’s about time I entered the TVC world. It’s something I’ve always wanted to do and I’m passionate about. We (directors) want to do 90 seconds, 60 seconds, even 30 seconds. In many ways, it’s more challenging and exciting than narrative in that you have to find a way to tell a story in seconds, a luxury often overlooked in the world of narrative and music videos. But limitations force an extra element of creativity into a project, and I live for it. Come on.”
click here If you would like to see Roderick’s work and have any inquiries, please email him at [email protected].