Nike helps Gen Z find solace in sports
Georgia Hudson's epic spot for the sportswear brand highlights how playing sports has helped women escape the pressures of life through the past to present day.
)
Credits
powered by
- Agency Wieden + Kennedy/Tokyo
- Production Company Park Pictures/London
- Director Georgia Hudson
-
-
Unlock full credits and more with a Source + shots membership.
Credits
powered by
- Agency Wieden + Kennedy/Tokyo
- Production Company Park Pictures/London
- Director Georgia Hudson
- Executive Producer Fran Thompson
- Production Company AOI Pro. Inc
- Producer Sakii Gotsu
- Editing Trim
- Edit Producer Polly Kemp
- Editor Paul O'Reilly
- VFX Jitto
- Music Black Cat White Cat
- Color Trafik/Los Angeles
- Colorist Daniel de Vue
- Creative Director Max Pilwat
- Creative Director Erwin Federizo
- Producer Annabel Ridley
- Copywriter Marina Danjo
- Copywriter Andrew Miller
- Producer Katie Lambert
- DP Steve Annis
- Art Director Kazuhi Yoshikawa
- Art Director Josh King
- Designer Konatsu Matsumoto
- Designer Akane Yasuda
- Producer Daisuke Misu
- Executive Producer Kosuke Sasaki
- Producer Eisuke Arai
- Producer Yoko Onodera
- Producer Matthew Kato
- Online Editor Akio Sakamaki
- Editor Vinod Vijayasankaran
- Editor Jacob Kim
- Sound Designer Michael Anastasi
- HP Michelle Brough
- Chief Creative Officer Ian Toombs
- Audio Mixer Daniel Lovell
- Chief Creative Officer Vivian Yong
Credits
powered by
- Agency Wieden + Kennedy/Tokyo
- Production Company Park Pictures/London
- Director Georgia Hudson
- Executive Producer Fran Thompson
- Production Company AOI Pro. Inc
- Producer Sakii Gotsu
- Editing Trim
- Edit Producer Polly Kemp
- Editor Paul O'Reilly
- VFX Jitto
- Music Black Cat White Cat
- Color Trafik/Los Angeles
- Colorist Daniel de Vue
- Creative Director Max Pilwat
- Creative Director Erwin Federizo
- Producer Annabel Ridley
- Copywriter Marina Danjo
- Copywriter Andrew Miller
- Producer Katie Lambert
- DP Steve Annis
- Art Director Kazuhi Yoshikawa
- Art Director Josh King
- Designer Konatsu Matsumoto
- Designer Akane Yasuda
- Producer Daisuke Misu
- Executive Producer Kosuke Sasaki
- Producer Eisuke Arai
- Producer Yoko Onodera
- Producer Matthew Kato
- Online Editor Akio Sakamaki
- Editor Vinod Vijayasankaran
- Editor Jacob Kim
- Sound Designer Michael Anastasi
- HP Michelle Brough
- Chief Creative Officer Ian Toombs
- Audio Mixer Daniel Lovell
- Chief Creative Officer Vivian Yong
Created by Wieden + Kennedy and artfully directed by Georgia Hudson through Park Pictures, this poetic campaign for sports apparel brand Nike champions physical activity as an effective way for young women to release the tension of every daily life.
The imaginative film follows a teen girl, Aika, who struggles with self-imposed pressures to get good grades, find a solid job and compare herself to her peers on social media.
She then goes on an unexpected journey to witness the pressures of perfection on Japanese women from different time periods, featuring Nike athletes such as skaters Yurin Fujii & Ginwoo Onodera and breaker Ami Yuasa.
With each visit, she realises she is not alone in feeling these pressures and gains confidence through sport to push through and unlock her authentic self.
