“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.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
