In case it passed you by, March 8th was International Women’s Day. In perfectly timed support, Nike released a new advert just prior to the event – ‘What are girls made of’ celebrates women’s values on and off the field, and is, well, really rather good.
Whilst I have a real affinity for quality video work, it’s often hard not to be a little sceptical when it is produced by big global brands with huge budgets and obvious motives. However, this aside, it’s not easy for any production to evoke a sense of empowerment from a 2 minute short, but this advert does just that. Beautifully shot and directed, it’s a great example of how considered narrative and composition can combine to offer more than just a channel to increased sales – watching certainly makes me want to just ‘get out there’, Nikes or not.