“Rallying Cry,” a Nike spot celebrating female determination and persistence, marks the ad directing debut of Coralie Fargeat who comes fresh off of her first feature film, Revenge.
Shot in Thailand, the Nike commercial highlights women breaking barriers in sports and captures the power behind them. It is a call to action, encouraging women to make the world listen. The tagline of the spot is “The louder we play, the more we change the game.”
“Rallying Cry” features such notable athletes as tennis champion Serena Williams, boxer Tayla Harris, and soccer star Samantha Kerr.
The aforementioned Revenge, a gory thriller, has been praised for flipping the traditional “rape revenge” genre and in turn, empowering the main female character. Fargeat’s unique eye and ability to tell female stories made her a perfect fit for this Nike spot.
RESET added Fargeat to its roster earlier this year. In addition to Revenge, Fargeat is also behind the short films Reality + and The Telegram, both of which earned various awards during their festival circuit runs.
Credits
Client Nike Agency Wieden+Kennedy, Portland, Ore. Alberto Ponte, Ryan O’Rourke, creative directors; Becca Wadlinger, copywriter; Nils-Petter Loevgren, art director; Matt Hunnicutt, Mike Davidson, directors of production; Jake Grand, Krystle Mortimore, executive producers; Alexei Van Mourik, Tedi Tsuruda, sr. producers. Production RESET Coralie Fargeat, director; Dave Morrison, managing director; Deanne O’Neil, exec producer; JP Colombo, head of production; Lasse Frank Johannessen, DP; Francois Caillaud, 1st AD; Julie Sawyer, line producer. Editorial Rock Paper Scissors Biff Butler, editor; Eve Kornblum, managing director; Rana Martin, exec producer; Shada Shariatzadeh, head of production; Amanda Ornelas, editorial producer; Alyssa Oh, assistant editor. VFX/Animation The Mill Los Angeles Anastasia von Rahl, exec producer; James Allen, creative director; Lisha Tan, art director; Sidney Tan, concept designer; Nick Taylor, Scott Johnson, Flame artists; Alex Sorrano, producer; Michael Novo, production coordinator. Color The Mill Los Angeles Adam Scott, colorist; Linda Jackson, exec producer; Liza Kerlin, color producer. Audio Mix/Sound Design Eleven Sound Jeff Payne, mix/sound design; Andrew Smith, assistant mixer; Melissa Elston, exec producer; Maddee Bonniot, producer.
The 2024 Christmas ad from John Lewis department stores has arrived. This year’s much anticipated TV commercial, continuing the Xmas tradition of John Lewis, is the two-minute “The Gifting Hour" created by Saatchi & Saatchi UK and directed by Francois Rousselet via production house Riff Raff.
In the ad, the heroine, Sally, has left it a little late to find the right gift for her sister this year and races into a John Lewis store at closing time. Falling through a rack of dresses, she enters a fantastical world. We first see her stumbling out of the wardrobe in the attic of her childhood home and from here we are taken on a whimsical journey through her memories as she searches for the ultimate present, against the clock.
Returning to the store and back to reality she has found the perfect gift, ready and wrapped. Sally then heads outside and has a special moment with her sister who will be the gift’s recipient. As they walk away we see her sister reflected in the John Lewis window as the child from her memories.
