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2 October 2019

The X Factor

by Syd Briscoe

Nike: “You're It!” - 90s

A childhood game becomes a metaphor for the self-love revolution in this punchy outing for Nike. Focusing on female empowerment, the film sees a diverse array of girls from all over the world declaring their power and finding the inner strength to reach their potential.

Whether it's a girl scared to execute a high dive or one determined to perfect a sweet kickflip, there's a distinct superhero vibe here as the kids are imbued with crackling electricity to symbolise their fortitude. It's a message that isn't received often enough by young women, and this fun film show's off the often-gritty brand's playful side into the bargain.

Film Production: Riff Raff Films Ⓟ Ⓦ
Director: David Wilson Ⓟ Ⓦ
Producer: Cathy Hood
1st AD: Chris Kelly
Executive Producer: Matthew Fone
Cinematographer: Monika Lenczewska ♀ Ⓟ Ⓦ (Lux Artists Ⓟ Ⓦ)
Production Designer: Alison Dominitz
Editor: Joe Guest Ⓦ @ Final Cut Ⓟ Ⓦ
Post Production: Ryan Hancocks @ MPC Ⓟ Ⓦ
Colourist: Philip Hambi @ MPC Ⓟ Ⓦ
Sound Designer: Raj Sehgal @ Grand Central Ⓟ Ⓦ

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