Aussie director Richard Bullock’s film for Sportswear brand On premieres powerful short film ‘The Right to Race’ at Cannes Lions

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Perth born Australian director Richard Bullock, through Hungry Man, has directed a remarkable story following the journey of refugee turned rising running star Dominic Lokinyomo Lobalu. Marking its world premiere at the Cannes Lions International Festival of Creativity, Swiss sportswear brand On has launched The Right To Race, a powerful original documentary recounting Lobalu’s remarkable journey from a stateless refugee to become an elite athlete. Released on World Refugee Day, the film also raises wider questions about the importance of identity, representation and belonging, by celebrating and highlighting humanity’s untapped potential.


What does it mean to have an identity – not just as an athlete but as a human? That’s the question that has propelled refugee and long distance runner Lobalu from a war-torn region in South Sudan to the snow-filled slopes of Switzerland – where he is fighting for the right to race and represent his new country on the world stage.

Written and directed by award-winning filmmaker Richard Bullock in association with Hungry Man Productions, the new film deploys archive footage compiled from as early as 2017 to tell the story of Lobalu’s quest to represent Switzerland at the World Athletics Championships, where – despite being an elite competitor challenging the world’s best – he is currently excluded from official Refugee teams and has to wait up to 10 years before being eligible for citizenship in Switzerland.

Australian post-production companies The Editors and Heckler Sound collaborated on the documentary.

Aussie director Richard Bullock’s film for Sportswear brand On premieres powerful short film ‘The Right to Race’ at Cannes Lions

The 30-minute film centres around the special relationship forged between Dominic and his Swiss coach, Markus Hagmann—a relationship born from a shared love of running. Lobalu’s struggle to be recognized by World Athletics as an international contender representing his home country takes centre stage as negotiations continue with the sport’s governing body.

Never letting up the pace, the film deftly captures the disappointment, determination and incredible physical prowess of an athlete who is at the top of his game – yet unable to compete. More than this, it challenges us to reconsider notions of national identity and belonging – powerful issues which were given a human face  at the film’s premiere at Cannes Lions, personally attended by Bullock, Hagmann and Lobalu himself.

The Right to Race is Bullock’s third collaboration with On, having written and directed the brand’s previous short films including RUN: The Athlete Refugee Team Story and the award-winning animated production Black Ice. A writer/director whose longform films have run on the National Geographic Channel, Eurosport and the BBC, Bullock built up an award-winning legacy in advertising before focusing on directing full time. He was a former executive creative director at 180 Amsterdam and worked with leading agencies such as Chiat/Day/Mojo, Hunt Lascaris TBWA, Cliff Freeman & Partners and Lowe Howard Spink.

Aussie director Richard Bullock’s film for Sportswear brand On premieres powerful short film ‘The Right to Race’ at Cannes Lions

Says Bullock: “The Right to Race is largely a story about the trials and tribulations of a refugee athlete. It’s also a touching story of how a growing friendship can persevere and, as a united front, never give up the fight. We were also glad to capture the innermost thoughts and feelings of those who represent World Athletics as a compelling juxtaposition on how the sport’s authority views and responds to the plight of Dominic, as a refugee, trying to claim his identity not just as an athlete but as a human.”

Says Feliciano Robayna, the film’s executive producer and global head of sports marketing at On: “The Right to Race is a captivating story of unwavering grit and charisma that personifies the enduring human spirit. We have been following Dominic’s journey from his origins to his new home and life as a leading athlete in Switzerland. Despite all the setbacks, he has grown to become one of today’s most respected competitors on the world stage. His story is not only about competing and making it to the top but also about representation and belonging. His dreams will undoubtedly come true, thanks to his belief in himself and the support of those around him.”

Says Lobalu: “I was born in South Sudan in a small village called Chukudum. When the war started we lost everything. We lost our parents. At nine years of age I was forced to run away from my country to Kenya to look for a better life. Because I was the only boy in my family, my sisters didn’t have a chance to go to school. They are all looking to me. So they have all their hope in me.”

Alongside its world premiere at Cannes Lions, The Right to Race was broadcast in 53 countries on Eurosport 1 on World Refugee Day during Prime Time. The film will also be shown during relevant sporting events, such as the World Athletics Championships 2023, and available on Discovery+ streaming services throughout Europe.

Produced by On and Hungry Man Productions, The Right to Race can now be seen at

Richard Bullock is represented by Revolver in Australia.

Aussie director Richard Bullock’s film for Sportswear brand On premieres powerful short film ‘The Right to Race’ at Cannes Lions

Written and directed by: Richard Bullock
Director of Photography: Robert Farley
Production company: Hungry Man
Executive Producers: Feliciano Robayna (client, On), Matt Buels
Producers: Hannah Stone, Gessica Giulini (client, On)
Production Assistant: Sophie Campbell
Additional camera: Guillaume Laurent, Peter Eastgate, Jordan Maddocks, Luke Scully, Richard Bullock
Editors: Peter Barton, Philip Horn
Assembly Editor: Liam Riley
Assistant Editor: Harry Learoyd
Post Production: The Editors
Executive Post Producer: Nicoletta Rousianos
Post Production Supervisor: Grace Rouvray
Music and Sound: Heckler Sound
Composer: Dustin Lau
Sound Supervisor: Bonnie Law
Music Editor: Johnny Green
Re Recording Mixer: Dave Robertson
Sound Editor: Nick Keate
Sound Assistant: Jack Okeby
Title Animation: Machines of Loving Grace, Brett McManus
Colorist: Matt Fezz
Assistant Colorist: Sam Holman
Online: Matt Edwards

PR Team
Elliott Stares ESPR
Jessica Hartley For the RIght Reasons

Official Diamond League Competition Images: Courtesy of IMG

Dominic Lokinyomo Lobalu
Markus Hagmann
Fabian Weiderkehr
Guillaume Laurent
Marc Spescha
Jackie Brock- Doyle

With thanks to
World Athletics
The Hagmann Family
Tom Frischknecht
Jackli and Seitz
Delphine Maiarelli