Brand Campaign

Commission: 100% Film & Photography, Talent: Favela Street, Creative Direction: Remy Castle, Photography: Coco Olakunle, Post Production: INK Studio London, Director: Arthur Couvat, Editor: Jorien Voogt, Grading: The Compound, Styling: Marleen Ettema, MUA: Anita Jolles

Football culture has been dominated by a hyper masculine gaze. Its visual culture often fails to address, connect or successfully define what it means to be a female in the world of football. Women’s football however is gathering more momentum both on and off pitch. Female players are becoming more visible and that dynamic landscape presents an opportunity to ride the energy and elevate even more female focus driven narratives. Offering a future written differently from the past, with new stories that shape the traditions of football culture in our own image.

In response, a campaign that captures the authentic spirit of shared community for NIKE Women through film and photography. Launching the Gel Pack Collection, celebrating the women’s EURO Championships by leaning hard into their ongoing collaboration with pro baller and founder of Favela Street, - Rocky Heijakaija. The sun drenched summer campaign took to the streets of Rocky’s hometown Amsterdam, centring visuals on infectious natural energy and the sincerity of sisterhood. Shining a light on local solutions that can create global opportunities as they advocate and connect a younger generation of skill and talent across the world of female football.