Brief: Use Nike’s ‘crazy dream’ messaging to tell the stories of female athletes, inspiring women across Nike’s global markets.
Coming in to work on “Crazy Dreams” was challenging: the guidelines of the tone - both visually and linguistically - was already very clearly defined.
That’s why for us, a perfect line would use the story of the athlete to hit upon a universal truth that could inspire women internationally - and well beyond the confines of sport.
Our highlight was to work on a line for Caster Semenya at a time when she was battling a deeply unjust court decision that would stop her from racing, purely based on her higher levels of testosterone, perceived as an ‘unfair advantage’.