Description
One young woman pursues her dreams of Olympic weightlifting greatness through personal and painful struggles, ultimately reaching a national stage in the inspiring short film “Every Rep”, directed by Alex Cook and produced by Caviar and Radiance.
The film opens with a young girl watching an Olympic weightlifting competition over breakfast. Entranced and immediately hooked, she takes to her garage to begin training. Alex cuts to the same prospective athlete, now a teenager, still pumping iron in her garage. To prepare for competition, she seeks specialized training and finds a caring coach. Her journey isn’t without hardship, as an early contest is cut short due to a serious injury. The latter half of the film sees the title star undergo physical therapy and recommit to the sport, all the more determined to overcome the odds. The film concludes with the final competition, where Alex portrays the original young girl from the beginning stepping up to the massive weights, demonstrating that the inspired child within us all never truly leaves our side in pursuit of greatness.
Alex notes, “We shot the piece as something of a hybrid doc, commercial, short film for Onyx x USA Weightlifting. We mirrored a real athlete’s journey in the sport, using her personal experience to explore the clash of dreams and effort that many face on the road to national competition.”
Alex assembled a production team over the holiday season of 2024 to film the project, which was put on hold during the January 2025 Los Angeles fires.
“Alex has this rare ability to shape stories with emotional precision while elevating every frame with an incredible sense of craft,” adds Salim El Arja, Executive Producer at Caviar. “What he draws out of non-actors feels so raw and specific—it’s never performative, just deeply human. Every Rep is a perfect example of how he can take something personal and make it universal, without losing any of its heart. At Caviar, we’re proud to support Alex and help bring his singular vision to life. He’s been creating award-winning work since his earliest projects, including a Camerimage win with one of his first films. That kind of voice doesn’t come around often.”
Alex, a Los Angeles-based director, possesses a unique style characterized by his expressive and evocative imagery. His work has been recognized and featured on NPR, Vimeo Staff Picks, Nowness, Directors Library, and Variety, among others. His short film for Son Lux’s ‘Undertow’ received the “Best Alternative International” award UK Music Video Awards in 2023 as well as the Camerimage “Golden Frog” for Best Music Video. His work has also received an additional nomination at Camerimage and secured the Silver Screen at the Cannes YDA’s, along with garnering recognition at various other awards such as the Young Guns award, Kinsale, Berlin Commercial, and 1.4 Awards, among others.
This professional campaign titled 'Every Rep' was published in United States in June, 2025. It was created for the brands: Onyx and USA Weightlifting, by ad agency: CAVIAR. This Film medium campaign is related to the Sports industry and contains 2 media assets. It was submitted 5 months ago.
