You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative that should be on your radar. This Monday morning a Zoom-directed film on motherhood by Nike catches our eye with a passionate celebration of female strength.
Sportswear and apparel brand Nike is celebrating the power and strength embodied by female athletes during pregnancy and early parenting in an inspiring film documenting the physical and mental strength demanded by motherhood.
Coinciding with Mother’s Day ’The Toughest Athletes’ follows 20 famous and everyday sporting figures at different stages of pregnancy and motherhood, including tennis star Serena Williams, footballer Alex Morgan and athlete Nia Ali. Compiled from over 22 hours of intimate footage shot by friends and families, the spot charts embodies the specific challenges of motherhood in lockdown.
Created by Wieden + Kennedy London the complex pandemic-compliant shoot had to be directed via Zoom to ensure the safety of participants ,with mums from around the world proudly showing their bumps and bundles of joy to the camera as a source of inspiration to others.
Demonstrating that motherhood is a marathon not a sprint, the campaign dovetails with Nike's first dedicated maternity collection which is now available across North America, Europe and Africa.
Nike is also encouraging participation by collaborating with pre and post-natal exercise specialist Jane Wake to publish four audio workouts available via the Nike Run Club app to put viewers through their paces at home.