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Nike’s Joga Pra Sempre (Play Forever) features the Brazil Women’s National team in a quick-cutting, invigorating and playful homage to the players, the fans and futebol. The spot is directed by Sarah Chatfield via Wieden+Kennedy Säo Paulo.
Joga Pra Sempre is also a reminder that the women’s league has not yet been eclipsed by the culture of fame, big money and power often associated with the men’s teams and instead, is noted for its love of fun and the game.
“My mission is always to empower women and shoot them through a lens that makes them seem heroic,” said Sarah Chatfield, repped for commercials in North America by Station Film.
Credits
powered by
- Agency Wieden + Kennedy/Sao Paulo
- Production Company DOMO Producoes
- Director Sarah Chatfield
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Credits
powered by
- Agency Wieden + Kennedy/Sao Paulo
- Production Company DOMO Producoes
- Director Sarah Chatfield
- Executive Producer/Owner Karin Stuckenschmidt
- Executive Producer Carlos Grubber
- Line Producer Gabriela Hahn
- Edit Cabin Editing Company
- Editor Rami D'Aguiar
- Music & Sound Design Evil Twin Music/Brazil
- Chief Creative Officer Felipe Ribeiro
- Creative Director Rafael Campello
- Head of Production Patricia Gaglioni
- DP Mitch Ayers
- Producer Fernanda Segura
Credits
powered by
- Agency Wieden + Kennedy/Sao Paulo
- Production Company DOMO Producoes
- Director Sarah Chatfield
- Executive Producer/Owner Karin Stuckenschmidt
- Executive Producer Carlos Grubber
- Line Producer Gabriela Hahn
- Edit Cabin Editing Company
- Editor Rami D'Aguiar
- Music & Sound Design Evil Twin Music/Brazil
- Chief Creative Officer Felipe Ribeiro
- Creative Director Rafael Campello
- Head of Production Patricia Gaglioni
- DP Mitch Ayers
- Producer Fernanda Segura
“The thing about the spirit of futebol in Brazil is that there’s always been such a rhythm to it in the way that they play. There’s a passion and a sense of joy around the game that goes further than the rest of the world. Wieden+Kennedy Säo Paulo came to me with a killer idea, and we developed and added things along the way. They were incredible to work with, it was a love affair from the word go.”
Among the spot’s most memorable scenes, one with Brazil’s Ary Borges who scored the first hattrick of the Women’s World Cup last month, sailing over a conference room table much to the chagrin of a bunch of “suits” in a meeting. You’ll also catch starstruck bell boys and hotel guests who can’t quite believe their eyes.
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