In a new film commissioned by Nike as part of its global push celebrating women in sport ahead of the Women’s World Cup this summer, director Eloise King of PRETTYBIRD UK depicts featured artist Belen Leroux in a dream-like sequence set to a commissioned poem written and performed by Abondance Matanda, with an original music composition by Asriel Hayes.
Promoting Nike’s FK FEnom Bra, the film evokes a dream beginning with Leroux waking up and working out with a diverse group of women. The workout morphs into a surreal dance exploring the infinite luxury of movement, set to an other worldly delivery of “We’ve Always Done It’.
For the global EX30 Cross Country launch, Volvo and creative agency Forsman & Bodenfors wants to de-dramatize the outdoor experience--and remind people that small trips into nature can be grand experiences.
Cross Country is Volvo’s concept of turning their regular cars into more outdoor-capable versions, with higher ground clearance, all-wheel drive and other features making it more capable and off-road ready. And now, the compact, fully electric EX30 becomes available as a Cross Country version. It’s a small car designed for big experiences, made to elevate both urban living and outdoor adventure, and to bring people closer to nature.
“With Volvo being such a human-centric brand, it felt natural to focus on the human side of nature. The child’s perspective became the perfect metaphor for this, to spend time in nature on nature’s terms,” said Karl Risenfors, creative at Forsman & Bodenfors.
In a category that often portrays epic journeys deep into the wilderness, the campaign serves as a reminder that even everyday adventures can be memorable experiences. Thus this launch spot--directed by Marcus Ibanez via production company New-Land--shows nature through the point of view of a child. A child’s imagination and perspective generates a visual metaphor for the magic that nature can bring, no matter the scale of the adventure.
