Today, as Serena Williams steps on the court at the U.S. Open, Nike releases its latest Just Do It film, “Voice of Belief.” By blending archival and match footage with a voiceover by Serena’s father and first coach, Richard Williams, the spot highlights Serena’s dream-come-true of playing center stage at the Open.
That dream was born on the courts of Compton, California, when she was just a young girl training with her father. The belief that she could make that dream a reality has stayed with her every step, swing and serve of her career.
Serena’s 23 Grand Slam titles, six won at the US Open, is evidence to the world what is possible when you dare to dream big.
A parting super reads, “It’s only crazy until you do it. Just do it.”
“Voice of Belief,” which was created by Nike and Portland-based agency Wieden + Kennedy, will air on ESPN during the first two rounds of the US Open. The film is part of a summer-long celebration marking the 30th anniversary of Nike’s famed call to action. Just Do It activations will continue in a series of powerful moments and films throughout the remainder of the year.
CreditsClient Nike Agency Wieden+Kennedy, Portland, Ore. Alberto Ponte, Ryan O’Rourke, Chris Groom, Antony Goldstein, creative directors; Adam Tetreault, copywriter; James Moslander, art director; Matt Hunnicutt, Mike Davidson, directors of production; Molly Tanen, executive director; Kacey Klonsky, Katie McCain, producers; Zack Kaplan, strategic planning; Shannon Hutchinson, creative manager; Alicia Kim, studio manager; Jamon Sin, studio designer. Editorial Joint Peter Wiedensmith, editor; Kristy Faris, assistant editor; Kathleen Russell, post producer; Leslie McCarthy, post executive producer. Finishing Joint Jasmine Vazquez, colorist; Pilon Lectez, Flame artist; Kevin Alfoldy, Aurelien Patureau, Flame assist. Alex Thiesen, post exec producer. Music/Sound Joint Noah Woodburn, composer. Audio Post Joint Noah Woodburn, mixer; Natalie Huizenga, audio assist.
Top Spot of the Week: Nike, W+K Portland, Megaforce Take Us On A “Sunshine” Run
“Winning isn’t Comfortable” is the second chapter of Nike’s “Winning isn’t for Everyone,” extended through the lens of running. It is based on true insights and the realities that runner experience when they lace up their shoes.
It adds the perspective of how hard it can be to just get out the door and go for a run. The idea that if you don’t hate running a little, you don’t love running enough. It celebrates the need and opportunity to push outside a person’s comfort zone to discover what they can accomplish, emphasizing that true victory often requires pushing through uncomfortable moments.
Each film of the series builds on the tension that every runner faces--pushing through the morning dread, the elements outside, the pain of hitting a wall, or even walking down the stairs after a run or race--juxtaposed with the feeling of elation only runners know as they push themselves beyond what they thought possible.
The irreverence of the films--directed by Megaforce via production company Iconoclast for Wieden+Kennedy Portland--is in pairing visuals showing the mundanity of everyday struggles with music that brings to life a contradictory tension. This film, the first to be released, is titled “Sunshine” and shows the inclement weather and obstacles that runners encounter to the tune of “You Are My Sunshine.”
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