Nike Celebrates Black Women & Dance As Sport In Beautifully Choreographed Ad
Image via AKQA
Nike has launched a beautiful film titled The Awakening in Dance: An experience in motion to celebrate Black women through dance.
Produced by communications agency AKQA and creative company Think Eva, the film features Brazilian singer Ludmilla and dance troupe the Turmalinas Negras. The video, which is currently in the Nike Training Club app, spotlights how dance encourages users to explore different forms of sport and movement.
The campaign also emerges as a platform for collective empowerment of black culture and the positive social transformations through dance. Directed by Juh Almeida, the choreography is broken down into six moments: birth, connection, roots, protection, recognition and awakening. The sequence shows how movements connect with Black ancestry and culture as it goes through rhythms such as hip hop and funk.
There is also an interactive element for Nike members, where you can receive access to exclusive content explaining different steps of the choreography in a series of short clips, allowing you to recreate the movements.
[via Ad Age, cover image via AKQA]
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