The Grail: The Lab at Time Capsule

“The Grail” is a brand film for Sneaker Lab’s “Take Care of the Things You Love” campaign, produced by Pretty Neat Productions. Shot at our location, Time Capsule in Diep River and on the streets of Bo-Kaap, it tells the story of a young boy saving up; washing cars, doing odd jobs, having a whole lot of patience, for a pair of Nike Airs he’s been chasing.

Although set in America, it was made entirely in Cape Town.

The campaign reframes sneaker care around ownership rather than consumption. The Grail connects what we wear to memory and identity. Looking after things, it argues, is how you respect them.