Nike latest ad is more like an art film with lots of black lipstick
The brand has always been known for its innovative approach towards its ad creation, and is skilled at striking a special chord (especially) with their
The ad opens into a picturesque forest stream, with Twigs introducing her audiences to her poetry, set to a soft, avante-garde background sequence, starting with the line “Ever since I was young, I knew that I was special.” The video follows individual movements of world karate champion
Twigs has conceptualised, directed and performed in the compilation, and has evidently worked to ensure the cast, and team comprises young, hard working, unique artists, and sports talent, who are confident and charismatic. So much so, that the video almost looks like a pop culture teenage revolution from the early ’90s.
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Describing the project, Twigs says, “Through dance, I’ve met young people who work really hard and have dedicated their lives to being active. To me they represent “ modern movement ,” which I define as exploring any genre of sport without boundaries. When
The video was shot in Mexico and styled by London based celebrated stylist Mathew Jones, and shot by 17 year-old, fine arts photographer, David Uzochukwu. Interestingly, the song featured in the video was composed by Twigs much before she was approached by Nike, by the project. She realised that the composition fit really well into the theme, as the song’s key lyrics “Put Your Trust in me”, smoothly carried forward the incessant themes of self belief and individuality.
The video is full of fashion stories that we get to discover, with each visual. Take for instance the face scarf, that reads NIKE, as Horton plays the violin, or the sequences adorning Paleta’s face, or the grey face paint on Lilly Letter’s. There are stories that compliment the personalities in a vibrant, most unique manner of each celebrity featured. To cut it short, this is literally a two minute, fashion show packed into YouTube for ease of viewing.
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