Nike celebrates Black women through the medium of dance

Spot by AKQA appears on the brand's training app and features Brazilian singer Ludmilla

Published On
Nov 30, 2020

Editor's Pick

Nike is celebrating Black women through the medium of dance in a new film that's running on its Nike Training Club app. 

Developed via AKQA and consultancy Think Eva, the film, "The Awakening in Dance: An experience in motion," features Brazilian singer Ludmilla and dance troupe the Turmalinas Negras. Directed by Juh Almeida via Pródigo Films, it features choreography divided into six movements highlighting birth, connection, roots, protection, recognition and awakening. According to Nike, the sequence is "a timeline that shows how movements connect with ancestry and culture, going through rhythms such as break, hip hop and funk."

There's also an interactive element: when accessing the film via the app, Nike members will have access to exclusive content that explains the steps of the choreography and presents the artists, in the form of short videos, so that everyone can reproduce the movements.



Nov 30, 2020
Client :
Agency :
Clients Approval :
Gustavo Viana
Clients Approval :
Raphael Peres
Clients Approval :
Livia Pinheiro
Clients Approval :
José Diogo Rodrigues
Clients Approval :
Murillo Maldonado
Clients Approval :
Aline Cupido
Clients Approval :
Flávia Silva
Clients Approval :
Fabio Albuquerque
Clients Approval :
Ingrid Ferreira
Global CCO :
Diego Machado
Global CCO :
Hugo Veiga
Renato Zandona
Group Creative Director :
Christiano Vellutini
Creative Team :
Eduarda Nieto
Creative Team :
Erika Moreira
Creative Team :
Bruno de Carvalho
Managing Director :
Luiza Baffa
Strategy :
Amanda Déa
Brand Lead :
Paula Santana
Brand Director :
Yago Sant'Anna
Brand Manager :
Juliana Dantas
Brand Manager :
Laura Coelho
Brand Manager Assistant :
Hadassa Lima
PR :
Debora Bacaltchuk
Operation Director :
Lucas Costa
Operation Manager :
Lucas Araque
Motion :
Anderson Lima
Motion :
Guilherme Romeiro
Strategic consultancy :
Think Eva
Co-Creation :
Turmalinas Negras
Co-Creation :
Aline Constantino
Co-Creation :
Darita Albino
Co-Creation :
Mayara Rosa
Co-Creation :
Maiwsi Ayana
Co-Creation :
Nice Estrela
Co-Creation :
Production Company :
Prodigo Films
Director :
Juh Almeida
Sound Production Company :
Capitão Foca
Music Production :
Larissa Luz
Stills :
I Hate Flash

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