Female Athletes are Heroes in This Nike Women 'Just Do It' Spot

After the success of 'Juntas Imparables' in 2018, Nike returned to work with The Lift in Mexico City to create the latest Just Do it campaign ‘Time To Be Heroes’.

Directed by Loren Denis from Superprime, 'Tiempo de Ser Héroes' tells a series of stories about unexpected female athletes as an invitation to celebrate the passion and spirit of Mexican athletes and to encourage and inspire others.

Fuad Abed, producer at The Lift, worked closely with Nike, their agency and productions team, straight from the WIP concept art pieces, to recruit and coordinate the athletes for a tight five-day shooting schedule across the city. “We received the original brief direct from the agency as they first wanted to scope what was possible with us. Since the athletes have such varied training schedules the casting was always a work in progress, but we achieved it and nearly everything went on screen!`’

Mauricio Granado, producer Wieden+Kennedy Portland, said: “This production was a tough one The Lift really killed and was able to put together something that was almost impossible to be done within that schedule. We love the results and the film has already 34m views."