Nike is launching an effort called #betterforit to inspire women to be active, take on new challenges and conquer personal goals. Conceived by Wieden+Kennedy, Portland, Ore., the initiative is designed to capture the voice of women today, addressing sport and fitness with a lighthearted tone and humor through a series of short films, the first of which is “Inner Thoughts” directed by Matthew Frost of production house Iconoclast.
“Inner Thoughts” debuted Sunday night during the MTV Music Awards.
CreditsClient Nike Agency Wieden+Kennedy, Portland, Ore. Alberto Ponte, Ryan O’Rourke, Dan Viens, creative directors; Heather Ryder, Darcie Burrell, copywriters; Patty Orlando, art director; Molly Tait, Julie Gursha, producers; Matt Hunnicutt, executive producer; Jocelin Shalom, interactive strategy; Tom Suharto, Irina Tone, strategic planning; Mark Fitzloff, Joe Staples, executive creative directors. Production Iconoclast Matthew Frost, director; Charles-Marie Anthonioz, exec producer; Caroline Pham, line producer; Darren Lew, Joost Van Gelder, DPs. Editorial Rock Paper Scissors Angus Wall, editor; Jared Thomas, post producer; Angela Dorian, post exec producer. VFX a52 Jesse Monsour, VFX supervisor; Brendan Crockett, Matt Sousa, Steve Wolf, Dan Ellis, Richard Hirst, Flame artists; Jamie McBriety, VFX producer; Paul Yacono, color. Music/Sound Design Nylon Studios, music supervision; Apollo 100, artist; Track: “Joy”; Barking Owl, sound design. Audio Post Lime Studios Matt Miller, Dave Wagg, mixers; Jessica Locke, Susie Boyajan, producers.
Top Spot of the Week: EHRAC, Animation Studio NOMINT Depict Life “In Limbo” As Families Search For Loved Ones
This animated film titled In Limbo depicts the journey of a heroic woman protagonist representing the countless families in the North Caucasus of Eastern Europe (where Chechnya is situated) searching for their forcibly disappeared loved ones. Utilizing theatrical elements, the film highlights the unnatural disruption caused by enforced disappearances and delves into the profound trauma these families endure. It emphasizes their long battles with the domestic authorities as they seek answers. The film also underscores the vital role of community support in helping these families cope and continue their fight for answers, serving as a compelling call to action for justice and human rights.
Through intimate storytelling, In Limbo raises awareness of the ongoing uncertainty that leaves families in a perpetual state of limbo, unable to find closure.
Directed by Afterman--the animation duo consisting of Tsvetelina Zdraveva and Jerred North--and created and produced by London-based animation studio NOMINT, In Limbo was commissioned by the European Human Rights Advocacy Centre (EHRAC).
In a joint statement, Zdraveva and North shared, “Our film takes place on a theater stage, highlighting how such tragedies are far removed from ordinary life,” they continued. “The stage is circular, resembling an artificial, perpetually spinning obstacle course, with a target—the red tail lights—just within sight yet never within reach, symbolizing the family’s never-ending quest for justice.”
“We used a limited primary color palette to contrast the two worlds all families are pulled between. Minimalist compositions of starkly silhouetted characters and environments create the ominous atmosphere of a deeply painful and... Read More