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Serena Williams Dreams Big For Nike, W+K

By

Robert Goldrich
Monday, Aug. 27, 2018

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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.

Credits

Client 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. 

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