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Caster Semenya Epitomises Defiance in Another Powerful Nike Film

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The ad, directed by AG Rojas, follows the brand’s prominent recent films featuring Colin Kaepernick and Serena Williams

Caster Semenya Epitomises Defiance in Another Powerful Nike Film
Nike continues its headline-grabbing 30th anniversary ‘Just Do It’ campaign with another powerful film and another carefully considered partnership, this time with South African Olympic medallist Caster Semenya.

The middle-distance runner has 18 gold medals to her name, despite a career repeatedly marred by challenges of ‘sex verification’ and official rulings on testosterone levels in athletics.

It’s less than a week since the sports brand launched its last big campaign film, controversially starring Colin Kaepernick - the quarterback who ‘took a knee’ to protest racist police violence in the US. The decision sparked widespread debate, dividing audiences and provoking some to boycott the brand, but a spike in Nike sales indicates that this principled stand was a good decision. 

The new film, created by Wieden + Kennedy Amsterdam and directed by Park Pictures’ AG Rojas, retraces the steps on Semenya’s journey towards her elite status, memorialising the key moments that helped her to become the athlete she is today by going back in time from present day to her childhood.


In her narration, the athlete asks: “Would it be easier for you if I wasn’t so fast? Would it be simpler if I stopped winning? Would you be more comfortable if I was less proud? Would you prefer if I hadn’t worked so hard, or just didn’t run? Or chose a different sport? Or stopped at my first steps?

“That’s too bad because I was born to do this.”
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Music

Music Company: Beatworms

Artist: Cam Ballantyne

Title: Caster

Offline

Edit Company: Trim

Editor: Dominic Leung

Edit Assistant: Dave Davis

Producer: Tatyana Alexandra

Post Production / VFX

Post Production Company: Glassworks Amsterdam

Colourist: Scott Harris

VFX Supervisor: Kyle Obley, George Webster (on set)

Production Coordinator: Salt Ibraeva

Lead Compositor: Kyle Obley

Head of Production: Anya Kruzmetra

Production Company

Production Company: Park Pictures

Executive Producer: Stephen Brierley

Director: AG Rojas

DOP: Rina Yang

Producer: Nick Goldsmith

Sound

Sound Company: Wave Studios

Client

Advertiser: Nike

Creative Agency

Creative Agency: Wieden + Kennedy Amsterdam

Copywriter: Christopher Cryer

Art Director: Teresa Montenegro

Designer: Gustav von Platen

Business Affairs: Fiona Fan

Account Managers: Cassandre Beck, Molly Rugg

Executive Creative Directors: Eric Quennoy, Mark Bernath

Head of Design: Joe Burrin

Planning Director: Stephane Missier

Studio Director: Lizzie Murray

Art Producer: Kate Barrett, Stacey Prudden

Broadcast Producer: Magda Czyz

Executive Producers: Michael MacMillan, (Broadcast), Maud Klarenbeek (Art)

Communications Planning Director: Hillary Heath

Head of Production: Joe Togneri

Account Director: Amber Martin

Studio Artist: Noa Redero

Group Account Directors: Kathryn Addo

Genres: People, Scenic

Categories: Clothing and Fashion, Sportswear

Park Pictures, Tue, 11 Sep 2018 13:25:20 GMT