Nike "Dream Crazier" Campaign, Agency: B-Reel
Role: Creative Lead
Director: Clara Tägtström - Photographer: Katharina Poblotzki
As part of Nike's global “Dream Crazier” campaign, we were briefed to create a series of films profiling three Middle-Eastern women breaking new ground in their sports and paving the way for future generations.
Released during Ramadan, a period of reflection, renewed goals and community, we had an opportunity to connect with our audience on a deeper level, whilst driving brand loyalty and purchase.
Whilst our three athletes operated in very different arenas, our concept focused on heroing each as the first pioneer in their field.
The art direction embraced a feminine and inspiring emotive tone which fore-fronted their struggles and victories. Film content was supported with stills content across both NRC and NTC apps, and featured across Nike Retail in Dubhai and the UAE..
The campaign message resonated with Middle-Eastern women globally generating thousands of conversations on Instagram, with earned media across Harper's Bazaar Arabia and BBC Africa, as a demonstration of inspiring female talent from the region.
