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12 November 2020

Make a splash.

by Syd Briscoe


Nike: “Victory Swim” - 90s

Modest swimwear takes centre stage in this instalment of Nike's campaign for inclusivity in sport. Framed by a mother teaching her daughter to swim, the kinetic film demonstrates how breaking down barriers which keep women out of the water has benefits for everyone - whether on a personal, familial, or competitive level.

While Nike has the global heft to absorb any major backlash from customers, it's still a significant move to continue to push for sporting equality in divisive, hateful times. With fascism on the rise worldwide, it's more important than ever that major brands continue to emphasise that their products are intended for all.

Director Sara Dunlop has done a lovely job here, blending pacy sports action with beautifully-shot underwater work to emphasise the advertised range's utility. Blink-and-you'll-miss-them mermaids are a fanciful addition to the film's textured approach, too.


Film Production: Rattling Stick Ⓟ Ⓦ
Director: Sara Dunlop ♀ Ⓟ Ⓦ
Producer: Tess Mitchell
Executive Producer: Johnnie Frankel
Cinematographer: André Chemetoff / Mik Allen / Jason Hearn
Post Production: Glassworks Ⓟ Ⓦ
Colourist: Scott Harris
Flame: Alexis Da Camara
Sound Designer: Raja Sehgal Ⓦ @ Grand Central Ⓟ Ⓦ
Audio Mix: Grand Central Ⓟ Ⓦ

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