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Nike’s Powerful Film on Motherhood Celebrates Female Strength

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Filmed during the global pandemic, Wieden+Kennedy, Trim Editing and Time Based Arts captures the power of women in their most transformative stages of life

Nike’s Powerful Film on Motherhood Celebrates Female Strength

Nike’s latest film, ‘The Toughest Athletes,’ captures the power and strength of women during one of the most transformative stages of their lives, pregnancy and early motherhood.

'The Toughest Athletes', created with Wieden+Kennedy London, illuminates the correlation of sport and motherhood through the lens of more than 20 mothers across various stages of their pregnancy and postpartum journeys, and is underscored by the likes of Serena Williams, Alex Morgan, Perri Edwards, Bianca Williams, Shelly-Ann Fraser-Pryce and Nia Ali — along with everyday female athletes.

Filmed during the global pandemic, 'The Toughest Athletes' was compiled from more than 22 hours of intimate footage shot by the mothers featured and their friends and families. Each respective shoot was directed via Zoom to keep each individuals health and safety a priority.

With representation from the United Kingdom, United States, Singapore, France, Australia, Jamaica and more, moms from across the world help illustrate how motherhood is an ultramarathon.

The film coincides with Nike's first dedicated maternity collection, Nike (M), available in North America, Europe and Africa at nike.com. The collection will release in select Asia Pacific and Latin American markets beginning late 2021. 

In addition to the collection, Nike also partnered with pre-and post-natal exercise expert Jane Wake to create four audio guided workouts specifically for motherhood in the Nike Run Club app.


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Client 

Client: Nike

W+K LONDON 

ECDs: Tony Davidson & Iain Tait 

Creative Director: Paddy Treacy 

Design Director: Aaron Skipper 

Lead Creatives London: Molly Wilkof, Derek Lui 

Creative PDX: Jordan Dinwiddie 

Head of Production: James Guy 

Produce: r Anna Neilson 

Global Strategy Director: Paula Bloodworth 

Planning Director: Brian Ritter 

Planner: Rachel Holden 

Comms Planning Director: Anjali Patel 

Group Account Director: Amber Martin 

Account Director: Holly Baker-Cliff 

Account Manager: Jordie Wildin

TV PRODUCTION 

Editor: Vid Price 

Edit Assistant: Jennifer Trividad 

Edit Producer: Polly Kemp 

Edit House: Trim Editorial 

VFX Company: Time Based Arts 

VFX Producer: Chris Aliano

VFX Supervisor: Luke Todd / Ollie Ramsey 

VFX Artists: Matt Shires / Will Robinson 

Colourist: Lewis Crossfield 

Sound Company: 750MPH 

Sound Designer: Sam Ashwell / Mark Hellaby 

Head of Production: Mary-Ann D’Cruz / Martin Critchley 

Music Company: Walker Music 

Music Supervisor / Producer: Sara Matarazzo / Abbey Hickman 

Composer: Patrick Cannell (ASCAP)

Genres: People, Storytelling, Dialogue

Trim Editing, Mon, 15 Mar 2021 12:13:35 GMT