NIKE
A call for girls in Saudi Arabia to realize their inner potential.
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Sport is growing in Saudi Arabia, but for many young women, it still feels out of reach. It’s unfamiliar. Intimidating. And often seen as something that isn’t for them.
So we asked a simple question: What if you can?
Because potential is a terrible thing to waste. A team player who’s never met her team. A striker who’s never touched a ball. A gymnast who’s never taken a leap. We wanted girls to see the strength already inside them and believe in where it could take them.
To bring the story to life, we teamed up with Haifaa Al Mansour, one of Saudi Arabia’s most celebrated filmmakers, and a pioneer for women in the Kingdom. Her voice brought depth, craft, and cultural authenticity to the film.
Photographer Madelaine Penfold captured a series of stills alongside the shoot.
See Credits +
Agency: Wieden+Kennedy Amsterdam
CDs: Güney Soykan, Evgeny Primachenko
Art Director: Mariano Garcia Cruz
Copywriter: Dasha Ovechkina
Director: Haifaa al-Mansour
Production: Lief
VFX: Blackkite
Editor: Paul Hardcastle / Trim
Producers (Agency): Khalid El Khouani, Salma Daoud
Planning Director: Reid Schilperoort
Comms Planning Director: Anna Chan
Group Account Director: Franky Wardell
Account: Hannah Heidar, Aneesha Ghattaora
Awards
ADCN - Culture: Shortlist