As the 2023 FIFA Women’s World Cup readies for the championship match, this spot from Nike captures the celebratory spirit of women’s soccer and its impact on the culture. Nike’s “Joga Pra Sempre” (“Play Forever”) features the Brazil Women’s National team in a quick-cutting, invigorating and playful homage to the players, the fans and futebol. The spot is directed by Sarah Chatfield via Domo Producoes for Wieden+Kennedy Säo Paulo.
“My mission is always to empower women and shoot them through a lens that makes them seem heroic,” said Chatfield, who’s repped for commercials in North America by Station Film. “The thing about the spirit of futebol in Brazil is that there’s always been such a rhythm to it in the way that they play. There’s a passion and a sense of joy around the game that goes further than the rest of the world. Wieden+Kennedy Säo Paulo came to me with a killer idea, and we developed and added things along the way. They were incredible to work with, it was a love affair from the word go.”
Among the spot’s most memorable scenes features Brazil’s Ary Borges–who scored the first hattrick of the Women’s World Cup last month–sailing over a conference room table much to the chagrin of a bunch of “suits” in a meeting. You’ll also catch starstruck bell boys and hotel guests who can’t quite believe their eyes.
CreditsClient Nike Agency Wieden+Kennedy Säo Paulo Felipe Ribeiro, chief creative officer; Andrea Fabiana da Silva Souza, Rafael Barreto Campello, creative directors; Patricia Gaglioni, head of production; Fernada Nelsis Moura, producer. Production Domo Producoes Sarah Chatfield, director; Karin Stuckenschmidt, Carlos Grubber, exec producers; Gabi Hahn, line producer; Mitch Ayers, DP; Helen O’Loan, production designer. Editorial Cabin Edit Rami D’aguiar, editor. Music & Sound Design Evil Twin
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