On x KLABU
Le Berrad
2025
Commercial work
Le Berrad
2025
Commercial work
A story from the heart of the Saharan desert bringing together two of my favourite things: sport and tea.
On the eastern border of Mauritania is a settlement called M’bera. Home to over 100,000 refugees displaced by the civil war in Mali, and the location of KLABU’s latest sports clubhouse.
The badge on the KLABU M’bera shirt (5) features three traditional teapots, representing a welcome gesture in the Sahel where tea is poured in three servings:
This phrase – a Tuareg proverb – served as a perfect metaphor describing the personal journey from displacement to reconnection, told here through the story of three characters living in M’bera: a runner, a footballer, and a volleyball player.
The film is scored by Tinariwen, an incredible band from the region, and this project marks the first of a 3-year partnership with On. Read more about it here.
Client ︎︎︎ KLABU & On Running
Creative Director ︎︎︎ Tom Bird
Director / DOP ︎︎︎ Richard Hu
Writer ︎︎︎ Tom Bird
Producer ︎︎︎ Julia Piatkowska, Fleur Harmsen, Ibrahim Ag Abdorahmane
Editor ︎︎︎ Richard Hu, Tom Bird
Photography ︎︎︎ Coco Olakunle
Music ︎︎︎ Tinariwen
Music Licensing ︎︎︎ Lucy @ Warp, Patrick @ Wedge
Sound ︎︎︎ Wave Studios
Colour Grade ︎︎︎ Joppo de Grot
Cast ︎︎︎ Mohamed Ag Mohamed Aly
Mariama Wlt Med Ali
Aly Tahirou Macalou
Project partners ︎︎︎ On
UNHCR
Special thanks to Joumana Baalbaki, Jordan Farwell & Gessica Giulini @ On and to UNHCR Mauritania
READ MORE
On the eastern border of Mauritania is a settlement called M’bera. Home to over 100,000 refugees displaced by the civil war in Mali, and the location of KLABU’s latest sports clubhouse.
The badge on the KLABU M’bera shirt (5) features three traditional teapots, representing a welcome gesture in the Sahel where tea is poured in three servings:
“The first tea is served bitter, like loss.
The second is served strong, like life.
The third is served sweet, like love.”
This phrase – a Tuareg proverb – served as a perfect metaphor describing the personal journey from displacement to reconnection, told here through the story of three characters living in M’bera: a runner, a footballer, and a volleyball player.
The film is scored by Tinariwen, an incredible band from the region, and this project marks the first of a 3-year partnership with On. Read more about it here.
Client ︎︎︎ KLABU & On Running
Creative Director ︎︎︎ Tom Bird
Director / DOP ︎︎︎ Richard Hu
Writer ︎︎︎ Tom Bird
Producer ︎︎︎ Julia Piatkowska, Fleur Harmsen, Ibrahim Ag Abdorahmane
Editor ︎︎︎ Richard Hu, Tom Bird
Photography ︎︎︎ Coco Olakunle
Music ︎︎︎ Tinariwen
Music Licensing ︎︎︎ Lucy @ Warp, Patrick @ Wedge
Sound ︎︎︎ Wave Studios
Colour Grade ︎︎︎ Joppo de Grot
Cast ︎︎︎ Mohamed Ag Mohamed Aly
Mariama Wlt Med Ali
Aly Tahirou Macalou
Project partners ︎︎︎ On
UNHCR
Special thanks to Joumana Baalbaki, Jordan Farwell & Gessica Giulini @ On and to UNHCR Mauritania