This rhythmic gymnastics ad is a mesmerizing ode to strength, athleticism, grace—and belief

Debut work from a new ad agency doesn’t get much better than this.

Perceptible, a new Spanish agency founded by Juan Nonzioli (the former chief creative officer of Shackleton Madrid), has unleashed a ferocious spot for the Rhythmic Gymnastics World Championships, starring the Spanish national team.

Using a reworked version of the Image Dragons track “Believer,” it offers an unforgettable manifesto about belief in general—while showing off the remarkable athleticism and poise of the rhythmic gymnasts who are competing.

In its salute to the strength and grace of gymnasts, the spot is somewhat reminiscent of Droga5 and director Martin de Thurah’s work with the U.S. women’s gymnastics team ahead of the Rio Olympics in 2016. 

Nonzioli, who also directed the film at a two-day shoot in Madrid, told Ad Age that, at its core, it’s about redefining the notion of success—that’s it not about a gold medal (as nice as that would be) but about belief in oneself.

“Redefining the concept of what it means to win is one of the tasks that lie ahead of us in this new era, and the message we want to convey to youth,” he said. “Believing in yourself, trying, making an effort and enjoying it is gold. And that is already winning. Taking the pressure off and doing things for the pleasure of doing them is winning, whether or not they give you a medal. There are many things that are worth gold.”

Once they had the strategy, the music in particular turned out to be key—a cover of “Believer” arranged by musician Toni M.Mir from studio Trafalgar 13 Music House and performed by the Little Valencia Singers children’s choir. Nonzioli said the track “had the strength and rhythm we wanted to convey.”

The Rhythmic Gymnastics World Championships will be held in August in Valencia. The Little Valencia Singers will perform the song at the closing ceremony.