Do you believe in more? That’s a powerful message for any brand to own. And Nike is built it into an edgy music video with a collection of millennial mantras that can’t help but make a lasting impression on the world. On top of all that, it’s a woman power ad. And it’s every bit as compelling – perhaps even more so – than its sister spot from India that Nike launched in July last year.
It’s a fusion of an avant-garde sports ad and a cool video about current culture. It’s like nothing that has been done before. It has to be a hit.
The ad, for Nike Women’s Spring Zonal Strength Tights, was created by British singer, songwriter, record producer, director and dancer, FKA Twigs. And it is her originality that gives the ad its distinctiveness.
Twigs came up with the concept, directed, stars in and created the soundtrack for the whole project. It is also the teaser for her latest track, Trust in Me, which she wrote before the ad was briefed.
Adding to lures that keep you riveted to the spot are other unconventional athletes and dancers like Saskia Horton, who combines classical violin and krumping; karate world champion, Jay Kirton; and fencer, Miles Chamley-Watson.
“When Nike first came to me with this project, I saw it as an opportunity to let young people know they have the power to become the best versions of themselves. I put together a cast of 12 incredible athletes to show that it’s about what you do in fitness gear. It’s about how you train. It’s about how those things help your movement,” twigs stated.
“In a way, we’re asking people to look at me and the other amazing athletes in the video and trust the way we are. We’ve worked hard to perfect our crafts and create our own destinies, and we’re feeling good in our bodies.”
The film was shot in Mexico City by A+/Academy Films. 17-year-old photographer, David Uzochukwu, shot the stills for the campaign.
Read all about the ad and its stars in Twigs’ blog for Nike, here.
