Nike's project for or International Women’s Day tomorrow (March 8), are these three Nike films that aim to inspire more women and girls to get active.
The films are part of three campaigns that launched locally last month in the Middle East, Russia and Turkey, but resonate globally. The one objective of the different local campaign was to encourage women to leap over life’s obstacles and get active, regardless of societal, physical or cultural barriers. In the middle east, as in so many other cultures, the main obstacle is "What will they think about you?" This ad serves as a punch against that cage, who cares what they think?
The 70-second clip film highlights five remarkable women who have achieved personal success through competitive and amateur sport. Despite concerns or criticism, these women hope that the world will say they’re pioneers, role models and strong voices for their region. The film features both professional and everyday athletes from the Arab region, including Parkour Trainer, Amal Mourad; Figure Skater, Zahra Lari; Pop Singer; Balquees Fathi; Fencer, Inès Boubakri; and Boxer, Arifa Bseiso. Points for the motorcycle gang babes in the dark alley.
Executive Creative Director : Eric Quennoy, Mark Bernath
Creative Director : Craig T Williams, Al Merry
Art Director : Teresa Montenegro
Copywriter : Mohamed Diaa
PRODUCTION COMPANY : DIVISION
Director : Fleur Fortuné
Director of Photography : Natasha Braier
Stylist : Hannah Edwards
Line Producer : Benoit Roques
Executive Producer : Jules de Chateleux
EDITING COMPANY : TRIM EDITING
Editor : Paul Hardcastle
Assistant Editor : Ed Hanbury
AUDIO POST : GRAND CENTRAL RECORDING STUDIOS
Sound Designer/Mixer : Raja Sehgal
Additional Tracklay : George Castle
ADDITIONAL RECORDINGS : STAINLESS SOUND
Audio Engineer : Nick Smith
Audio Assistant : Robert Stelmach
MUSIC : WOODWORK MUSIC
Artist / Title : Philip Kay "Full Circle"
Music Producer : Andy Oskwarek