NIKE
be true
Coinciding with 2019’s Pride Month and Berlin’s annual Christopher Street Day parade, Nike’s “Be True” campaign put the spotlight on the LGBTQ+ community in the German capital and its connection to sport and culture.
In partnership with comms agency Glutamat, I worked on the video concept and execution, leading the creative, briefing the production teams, as well as leading feedback rounds on creative decisions with the set photographer and videographer.
The video was shot on 8mm film and looks at how four LGBTQ+ Berliners find their strength in sport and how they live their lives authentically. We shot in black and white and with dramatic lighting, in order to make the overlaid campaign logo really pop.
I also worked with the Nike retail team in Berlin to translate the campaign’s assets into a physical buildout, and designed the float used for Nike’s CSD parade.
TALENT
DANIEL MEDINA
IN-HOUSE ART DIRECTOR
JOSEPH BOTCHERBY
OP
ECKHARDT JANESEN
TALENT
NURA HABIBI
IN-HOUSE COMMS
KAM DILHON
SOUND DESIGN
MARTIN ALLIN
TALENT
ARIGATO ST. LAURENT
IN-HOUSE COMMS
JO WEDDING
HAIR & MAKE-UP
ADIAM HABTEZION
TALENT
MANDANA WANNEK
VIDEO DIRECTOR
VIKTOR SLOTH
HAIR & MAKE-UP
RICCARDO SIMONETTI
TALENT
RICCARDO SIMONETTI
VIDEO ART DIRECTOR
DOMINIK TRINITY
HAIR & MAKE-UP
FLORIAN FERINO
GAFFER
JAKOB REINHARDT
INFLUENCER MARKETING
TOYAH SIGEL
PRODUCTION PARTNER
GLUTAMAT KOMMS
PHOTOGRAPHER
TOM BLESCH
RETAIL CONCEPT
JOSEPH BOTCHERBY
RETAIL EXECUTION
NIKE BERLIN
