Unlimited Fight Design Futura para Nike

Unlimited Fight

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Sector Ropa de deporte
Media Publicidad en TV y cine, Digital
Mercado Sudáfrica
Agencia Design Futura
Director Kyle Lewis
Producer Lebogang Rasethaba
Editor William Kalmer
Agencia de production Arcade Content
Director Kyle Lewis
Publicado agosto 2016

Creditos y descripciones

Brand: Nike
Media: TV
Category: Fashion
Advertising Agency: Design Futura
Agency team: Gustav Greffrath & Bianca Vermaak
Production company: Arcade Content
Producers: Lebogang Rasethaba & William Nicholson
Director: Kyle Lewis
DOP: Pierre De Villiers
Stylist: Kaley Meyer
Editor: William Kalmer
Colourist: Craig Simonetti
Music: Tapiwa Musvosvi
Arcade Content’s Kyle Lewis directed Unlimited Fight, Nike’s tribute to South Africa’s 2016 Olympic Gold medallist, Caster Semenya.
The piece salutes Caster’s will to succeed even as her legitimacy as a female athlete has been continually contested on the grounds of society’s deep-seated fear of that which is different. Caster’s courage and determination is celebrated through a montage of powerful portraits of teenage girls staring into camera while a voiceover delivers a message about society’s tendency to hold female athletes back instead of allowing them to flourish.
Caster went on to win her race, taking a gold medal home to her country, while the film’s powerful message sparked a torrent of pride and enthusiasm across both South African and international social media platforms, with Caster herself being proud enough to share it on her social media.