The hero film begins with a young British girl declaring herself ‘It’ and blowing open the door of her house with her energy. Running down the road, she tags a skateboarder in France, who goes on to tag an apprehensive high-board diver suddenly buoyed by the superhuman ‘power’ of movement.
The films are augmented by psychedelic cartoon animation, adding to the video game-like energy of the powered-up game of tag. In total the film features young female dancers, yogis, tennis players, soccer stars and boxers of all accents, ethnicities and abilities.
The final shot sees the viewer get tagged by a girl flying through the air, who tells them “and you’re it too".
In a statement, Wieden+Kennedy said the campaign is ultimately about “creating a powerful sisterhood that’s fueled by movement”.
The film will be supported on digital with custom-made ‘Don’t Skip’ clips and a choose-your-own-adventure game on YouTube. A digital game of tag has also been devised to span young users on Instagram, Snapchat and TikTok.
The work has been made to promote the Nike Move initiative, which is encouraging activity among girls as a collective with the philosophy ‘The more we all move, the greater the power’. Other content created includes a selection of animated workout videos, social media challenges and live events across the US and EMEA.