Nike: The Awakening in Dance by AKQA

Date: Nov 2020

Showcasing the creative prowess of the Brazilian singer Ludmilla and the dance troupe The Turmalinas Negras, Nike has released a dance film celebrating Black women. 'The Awakening in Dance: An experience in motion' spotlights how dance encourages new generations to explore different forms of sport and movement.

The film was created by AKQA with Ludmilla, the Turmalinas Negras, Nike, and consultancy Think Eva's. the campaign emerges as a platform for collective empowerment and manifestation of black culture and positive social transformations through dance.

Directed by Juh Almeida, the coreography is broken down into six moments: birth, connection, roots, protection, recognition and awakening. The sequence is a timeline that shows how movements connect with ancestry and culture, going through rhythms such as break, hip hop and funk.

Credits

Client: Nike

Title: The Awakening in Dance: An experience in motion

Clients Approval: Gustavo Viana, Raphael Peres, Livia Pinheiro, José Diogo Rodrigues, Murillo Maldonado, Aline Cupido, Flávia Silva, Fabio Albuquerque and Ingrid Ferreira.

Agency: AKQA SP

Global CCOs: Diego Machado Hugo Veiga

ECD: Renato Zandoná

Group Creative Director: Christiano Vellutini

Creative Team: Eduarda Nieto, Erika Moreira and Bruno de Carvalho

Managing Director: Luiza Baffa

Strategy: Amanda Déa

Brand Lead: Paula Santana

Brand Director: Yago Sant'Anna

Brand Manager: Juliana Dantas e Laura Coelho

Brand Manager Assistant: Hadassa Lima

PR: Debora Bacaltchuk