Nike celebrates the poetic power of female bodies ahead of Women's World Cup

Prettybird's Eloise King directs artist Belen Leroux

Published On
Mar 14, 2019

Editor's Pick

A new film by Nike Women from France celebrates the power of women's bodies in poetry and movement, with a performance by Belen Leroux, the artist and dancer for Dua Lipa.

Shot by Prettybird director Eloise King in Paris, the ad promotes Nike's FK Fenom Bra ahead of the Women's World Cup for soccer this summer. It's intended to evoke a mediated dream beginning with Leroux waking up and working out with a diverse group of women. The workout morphs into a surreal dance set to a poetic narrative, entitled "We've Always Done It." The lyrics emphasize how it's "our birthright to love and listen to our bodies." According to King, it was inspired by the work of performance artist Sagg Napoli, and Maya Deren's study of Voudou in Haiti.

“From periods to mental health, girl’s health is something that affects half the planet and is still largely seen as a taboo subject," she says. "This film is set in the near future, where cultural and societal barriers have been re-configured and women are free to reimagine themselves."

Credits

Date
Mar 14, 2019
Client:
Nike Women
Client:
PRETTYBIRD
Featured Artist:
Belen Leroux
Supporting Artist 1:
Tanya Compas
Supporting Artist 2:
Jess Young
Supporting Artist 3:
Cherelle Brown
Supporting Artist 4:
Abondance Matanda
Original music written and produced by:
Asriel Haynes
Poem written and spoken by:
Abondance Matanda
Director:
Eloise King
Co-Founder UK/ Exec Producer:
Juliette Larthe
Head of Production:
Hannah May
Producer:
Hannah Bellil
Production Assistant:
Chris Murdoch
1st Assistant Director:
Will Jasper
Director of Photography:
Amelia Hazlerigg
Movi Operator:
Ricky Patel
Production Designer:
Joseph Bond
Stylist:
Theo White
Makeup Artist:
Victoria Martin
Hair Stylist:
Isaac Poleon
Focus Puller:
Louise Murphy
Clapper Loader:
Abigayle Blacow
Gaffer:
Edel Gardner
Electrician:
Cleo Vogler
Electrician:
Max Milner
Stylist's Assistant:
Rashida Taylor
Makeup Assistant:
Daisy Moore
Hair Assistant:
Omar Majid
Art Department Assistant:
Bernice Mulenga
Edit House:
Work
Offline Editor:
Anne Perri
Offline Editor Assistant:
Bea Icke
Offline Producer:
Ellie McNaughtan
Color House:
Electric Theatre Collective
Colorist:
Luke Morrison
Color Producer:
Oliver Whitworth
Sound Designer:
Martin Leitner
Sound Post Producer:
Beth Tomblin
Camera Supplied by:
Take 2
Lighting Supplied by:
Pixi Pixel
Special Thanks To:
Sagg Napoli
Special Thanks To:
ShyOne
Special Thanks To:
Tamara
Special Thanks To:
The Digital Fairy

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Project Type