Nike x Spotify
Make Moves Fund
Campaign
Brief
Nike and Spotify linked up to launch a fund designed to get the least active girls moving on their terms by leveraging the power of music.
Our task was to create the campaign identity, produce a hero asset to launch their social impact-led initiative and produce three behind-the-scenes assets to further deliver the campaign narrative.
Insight
80% of girls in England feel they don’t belong in sport, and by the time they’re 18, they’re more than twice as likely to experience poor mental health than boys.
Idea
Inspired by R&B group FLO, we will show girls that when they ‘Make Moves’, the power of music and dance can be used to explore self expression, improve their confidence and find community. Through our hero film, we would introduce the Make Moves Fund, showcasing how music and movement has positively impacted FLO, helping them become who they are today.
Hero Film
The concept for the film was to show how dance and music shows up in a variety of ways in the lives of FLO. From practicing on stage routines, to having fun making TikToks, dance and music doesn’t always need to be perfect and professional, it can be a great way to express yourself, build confidence and connect with others.
Our focus for the hero film was to capture the authentic and wholesome interactions of our hero talent, to display the essence of why the fund has been put together.
Behind-the-Scenes
To compliment the hero asset, we produced several social assets to help drive awareness and increase sign ups to the Make Moves Fund. We wanted to use these assets to highlight the mental wellbeing benefits of dance to drive home the overall objective of the initiative – to help the least active girls improve their mental wellbeing through music and movement.
BTS One
BTS Two
Direct CTA
OOH
To launch the campaign, we captured hero photography at the shoot that was used to produce two variations of OOH; a digital billboard & painted mural.
Media Coverage
The Drum | Hypebeast | Voice | Curiously | Fashion Network
Credits
Creative Director: Daniel Obichukwu
Director: Sannchia Gaston
Producer: Roxie Warder
Photographer: Nelta Kasparian
Post Production: Georgia Greening
Sound Design: James Lyme