Nike Redefines What It Means To Call A Woman Crazy

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Nike is not a newcomer to TV spots that punch controversy right in its face. This time the company unveils “Dream Crazier” – its new campaign that champions female athletes.

Nike unveiled its new campaign during the Academy Awards ceremony on ABC. And this time again, it is likely to spur conversation. “Dream Crazier” is an ode to female athletes. But even more than that, the campaign aims to redefine what it means to be crazy for a woman: Unstoppable.

A Nike representative explained: “Nike has a long history of recognizing and highlighting female athletes. “The ‘Dream Crazier’ spot is the start of a journey celebrating women in sport ahead of soccer’s biggest moment in France this summer. It is about helping athletes realize their full potential even in the face of adversity.”

The video features celebrity athletes like Simone Biles, Ibtihaj Muhammad, Chloe Kim and members of the U.S. Women’s National Soccer Team, as well as the inevitable Serena Williams.

The new #DreamCrazier campaign from @nike is an ode to female athletes across the globe

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“The use of Serena Williams as the narrator amongst a number of athletes reflects her standing as one of the most inspirational athletes of her generation who empowers girls to continue to believe in their own crazy dream.”

Interesting enough, the campaign was directed by Kim Gehrig, who also directed the infamous Gillette ad that took on masculine toxicity a few weeks ago.

CREDITS

CLIENT NIKE
W+K PORTLAND
Creative Directors Alberto Ponte, Ryan O’Rourke
Copywriter / Art Director Alex Romans, Emma Barnett
INTEGRATED PRODUCTION
Broadcast Producer Shelley Eisner
Production Coordinator Cole Davenport
Executive Producer Jake Grand, Krystle Mortimore
Head of Production Matt Hunnicutt, Mike Davidson
Business Affairs Emily Kahn, Laura Caldwell
Director of Business Affairs Amber Lavender
ACCOUNT TEAM
Group Brand Director Andre Gustavo
Brand Director Luiza Prata Carvalho
Brand Executive William Frazier, Anthony Williams
STRATEGY
Global Group Strategy Director Andy Lindblade
Brand Strategy Director Nate Goldberg
MEDIA
Global Media Director Daniel Sheniak
NA Media Director Reme DeBisschop
Associate Media Director Emily Graham
Media Supervisor Stephanie Campbell
Media Planner Vivian Zhang
Assistant Media Planner James Ramseur
DESIGN STUDIO
Design Ops Manager Alicia Kuna
Design Producer Michael Rosenau
Designer Rob Mumford
Retoucher Frazer Goodbody
Creative Manager Zilla Peoples
Integrated Traffic Manager Tim Bell, Marie Hernandez
PRODUCTION
Company Somesuch
Partner / Managing director Sally Campbell, Tim Nash
Director Kim Gehrig
Executive Producer Nicky Barnes
Line Producer Suzie Grenne-Tedesco
Director of Photography James Laxton
Head of Production Laura Hegarty
Production Supervisor Courtney Nolen
Assistant Production Supervisor DeeAhna Hernandez
EDITORIAL
Company Joint Editorial
Editor Peter Wiedensmith
Assistant Editors Vanessa Yuille, Trevor Schulte, Kristy Faris
Post Producer Shada Shariatzadeh, Jen Milano
Executive Producer Leslie Carthy
Head of Production Patty Brebner
Sound Designer Noah Woodburn, Natalie Huizenga
VFX & Color
Company A52
VFX Supervisor Pat Murphy
2D VFX Artist(s) Adam Flynn, Richard Hirst, Rod Basham, Joey Brattesani, Andy Davis,
Dan Ellis, Kevin Stokes
Online Editor Kevin Stokes, James Buongiorno, Sam Kolber
Producer Michael Steinmann, Jillian Lynes
Production Coordinator Andrew Rosenberger
Executive Producer Kim Christensen & Patrick Nugent
Managing Director Jennifer Sofio Hall
COLOR
Company Company 3
Colorist Tom Poole
Color Producer Alexandra Lubrano
Color Assistant Jenny Montgomery
MIX
Company Eleven Studios
Mixer Jeff Young
Assistant Mixer Andrew Smith
Executive Producer Melissa Elston
Producer Imani Franklin