Fairness, sportsmanship and mutual respect are the hallmarks of sports. This short piece titled “Equality” affirms that the world would be a better place if we extended those values beyond the playing field. We see the painted lines of the field lengthened to go past the schoolyards, the basketball courts, the arenas and stadiums to reach into and impact everyday life.
Directed by Melina Matsoukas of production house PRETTYBIRD, “Equality” features LeBron James, Serena Williams, Kevin Durant, Megan Rapinoe, Dalilah Muhammad, Gabby Douglas, and Victor Cruz, amplifying their voices in an effort to uplift, open eyes and bring the positive values that sport can represent into wider focus. “Equality” also features actor Michael B. Jordan, who voices the film, and a new performance by Alicia Keys, singing Sam Cooke’s “A Change Is Gonna Come.”
Credits
Client Nike Agency Wieden+Kennedy, Portland, Ore. Chris Groom, Antony Goldstein, creative directors; Kervins Chauvet, writer; Nate Nowinowski, art director; Matt Hunnicutt, integrated production director; Julie Gursha, producer; Emily Knight, associate producer; Alicia Kunam, studio manager; Seth Shelman, studio designer. Production PRETTYBIRD Melina Matsoukas, director; Suzanne Hargrove, exec producer; Jonathan Wang, line producer; Malik Sayeed, DP. Editorial Joint Editorial Peter Wiedensmith, editor; Dylan Sylwester, JB Jacobs, Kevin Alfoldy, Eddie Mikasa, Doug Scott, assistant editors; Jen Milano, post producer; Leslie Carthy, post exec producer. VFX The Mission Venice, Calif. Patrick Ferguson, VFX supervisor; Michael Vaglienty, Susanne Scharping, Edward Black, Adam Flynn, Flame artists; Piotr Karwas, animation director; Diana Cheng, VFX producer; Michael Pardee, managing director. (Toolbox: Flame, Maya) Music Walker Sara Matarazzo, exec producer; Abbey Hendrix, sr. producer; Song: “A Change Is Gonna Come”–written by Sam Cooke, performed by Alicia Keys. Ann Mincieli, engineer; Judson Crane, music editor. Voiceover Michael B. Jordan Audio Post Eleven Jeff Payne, audio mixer; Jordan Meltzer, audio mix assistant; Melissa Elston, mix exec producer. Sound Design Barking Owl Morgan Johnson, sound designer; Kelly Bayett, producer. Telecine Company 3 Tom Poole, colorist; Clare Movshon, telecine producer.
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.
