Narrated by tennis star Serena Williams, this Nike spot–directed by Kim Gehrig via production house Somesuch for Wieden+Kennedy, Portland, Ore.–shows what aspiring and professional female athletes have to combat beyond their competitors on the court or on the other side of the net.
Titled “Dream Crazier,” the piece has Williams sharing, “If we show emotion, we’re called dramatic. If we want to play against men, we’re nuts.” Women who dare to excel and compete are furthermore labeled with adjectives ranging from “unhinged,” “hysterical” and “delusional.” Williams concludes , “if they want to call you crazy, fine. Show them what crazy can do.”
Credits
Client Nike Agency Wieden+Kennedy, Portland, Ore. Jason Bagley, Eric Baldwin, executive creative directors; Alberto Ponte, Ryan O'Rourke, creative directors; Alexs Romans, Emma Barnett, copywriters/art directors; Shelley Eisner, broadcast producer; Cole Davenport, production coordinator; Jake Grnd, Krystle Mortimore, eecutive producers; Matt Hunnicutt, Mike Davidson, heads of production. Production Somesuch Kim Gehrig, director; Sally Campbell, Tim Nash, managing directors; Nicky Barnes, exec producer; Suzie Grenne-Tedesco, line producer; James Laxton, DP; Laura Hegarty, head of production; Courtney Nolan, production supervisor; DeeAhna Hernandez, assistant production supervisor. Editorial Joint Editorial Peter Wiedensmith, editor; Vanessa Yuille, Trevor Schulte, Kristy Faris, assistant editors; Shada Shariatzadeh, Jen Milano, post producers; Leslie Carthy, exec producer; Patty Brebner, head of production; Noah Woodburn, Natalie Huizenga, sound designers. VFX/Post a52 Pat Murphy, VFX supervisor; Adam Flynn, Richard Hirst, Rod Basham, Joey Brattesani, Andy Davis, Dan Ellis, Kevin Stokes, 2D VFX artists; Kevin Stokes, James Buongiorno, Sam Kolber, online editors; Michael Steinmann, Jillian Lynes, producers; Andrew Rosenberger, production coordinator; Kim Crhistensen, Patrick Nugent, exec producers; Jennifer Sofio Hall, managing director. Color Company 3 Tom Poole, colorist; Alexandra Lubrano, color producer; Jenny Montgomery, color assistant. Audio Post Eleven Studios Jeff Young, mixer; Andrew Smith, assistant mixer; Melissa Elston, exec producer; Imani Franklin, producer.
Dancer turned director Ezra Hurwitz collaborates with Ailey II artistic director Francesca Harper, featuring movement as museum pieces against the Whitney Museum of American Art’s striking architecture for this short film titled Echoes of Ailey. Commissioned to celebrate “Edges of Ailey” at the Whitney Museum, the film accompanies the first large-scale exhibition on the life and enduring legacy of visionary artist and choreographer Alvin Ailey. “Edges of Ailey” is currently on view at the Whitney until February 9.
Animating iconic images from Alvin Ailey’s 20th-century repertory, the film expands on the exhibition by constructing a visual narrative around his storytelling and influences. Set to Radiohead’s “Everything In Its Right Place,” dancers from the Alvin Ailey American Dance Theater, Ailey II, and The Ailey School capture the emotional core of the company’s history--physically situating Ailey’s masterworks amongst the Whitney’s collection.
“As a child, my grandmother took me to Ailey’s Revelations once a year,” said Hurwitz. “No matter how often I saw it, the work captivated me. There isn’t one specific thing I hope viewers take away from the film--or one way to interpret its images. It’s meant to be an abstract work, like Ailey’s creations.”
Turning to his archive, Hurwitz and Harper illuminate key sequences symbolic of Ailey’s profound legacy, closing on an uninterrupted sequence from "I’ve Been Buked," the opening movement of Ailey’s legendary "Revelations." Carrying a watershed moment back to its own medium, Echoes of Ailey captures the multigenerational impact of Ailey’s work, continued by his organization. The short film first premiered on Nowness.
