“Rallying Cry,” a Nike spot celebrating female determination and persistence, marks the ad directing debut of Coralie Fargeat who comes fresh off of her first feature film, Revenge.
Shot in Thailand, the Nike commercial highlights women breaking barriers in sports and captures the power behind them. It is a call to action, encouraging women to make the world listen. The tagline of the spot is “The louder we play, the more we change the game.”
“Rallying Cry” features such notable athletes as tennis champion Serena Williams, boxer Tayla Harris, and soccer star Samantha Kerr.
The aforementioned Revenge, a gory thriller, has been praised for flipping the traditional “rape revenge” genre and in turn, empowering the main female character. Fargeat’s unique eye and ability to tell female stories made her a perfect fit for this Nike spot.
RESET added Fargeat to its roster earlier this year. In addition to Revenge, Fargeat is also behind the short films Reality + and The Telegram, both of which earned various awards during their festival circuit runs.
Credits
Client Nike Agency Wieden+Kennedy, Portland, Ore. Alberto Ponte, Ryan O’Rourke, creative directors; Becca Wadlinger, copywriter; Nils-Petter Loevgren, art director; Matt Hunnicutt, Mike Davidson, directors of production; Jake Grand, Krystle Mortimore, executive producers; Alexei Van Mourik, Tedi Tsuruda, sr. producers. Production RESET Coralie Fargeat, director; Dave Morrison, managing director; Deanne O’Neil, exec producer; JP Colombo, head of production; Lasse Frank Johannessen, DP; Francois Caillaud, 1st AD; Julie Sawyer, line producer. Editorial Rock Paper Scissors Biff Butler, editor; Eve Kornblum, managing director; Rana Martin, exec producer; Shada Shariatzadeh, head of production; Amanda Ornelas, editorial producer; Alyssa Oh, assistant editor. VFX/Animation The Mill Los Angeles Anastasia von Rahl, exec producer; James Allen, creative director; Lisha Tan, art director; Sidney Tan, concept designer; Nick Taylor, Scott Johnson, Flame artists; Alex Sorrano, producer; Michael Novo, production coordinator. Color The Mill Los Angeles Adam Scott, colorist; Linda Jackson, exec producer; Liza Kerlin, color producer. Audio Mix/Sound Design Eleven Sound Jeff Payne, mix/sound design; Andrew Smith, assistant mixer; Melissa Elston, exec producer; Maddee Bonniot, producer.
In this Super Bowl :30 for Reese’s Chocolate Lava Big Cup--directed by Matias & Mathias of Epoch Films for agency Erich & Kallman--a concerned park ranger reports live from the site of an active volcano where Reese’s fans are going to extreme lengths to get their hands and taste buds on the lava flow.
As passion builds, a team of park rangers rein in the mayhem--saving grandma from scootering into the hot flowing molten lava--and try to clear up the confusion: “Don‘t eat lava. Eat ooey-gooey Chocolate Lava.”
“There’s nothing better than seeing our fans go wild over new flavor additions to the classic Reese’s chocolate and peanut butter combo,” said Ryan Riess, VP of brand strategy and creative development, The Hershey Company. “The Big Game is the perfect stage to showcase our fan’s energy – whether that be from the top of a volcano or on the couch during football Sunday.”
In a joint statement, directors Matias & Mathias said of the “Don’t Eat Lava” spot, “Although the characters’ obsession with Reese’s Chocolate Lava Big Cups is completely realistic and very easy to identify with, our favorite part of this project was seeing all the talented people we got to work with become obsessed with making the lava flows of our dreams become a reality.”
