Creativity

FKA Twigs Directs and Stars in a Stunning Spot for Nike Women

Campaign Featuring Unconventional Athletes Promotes Spring Zonal Strength Tights

By Alexandra Jardine. Published on Jan 12, 2017

Editor's Pick

Following its standout Indian music video from this summer depicting badass female athletes, Nike has delivered another bold women-powered clip, this time created by British musician and artist FKA Twigs.

FKA Twigs has put her powerful originality into the new film, which promotes Nike Women's Spring Zonal Strength Tights. She conceptualized, stars in and soundtracked the whole project, which also serves as a teaser for her latest track, "Trust in Me."

The artist appears alongside a selection of unconvential athletes in the spot, including Saskia Horton, who combines classical violin and "krumping," karate world champion Jay Kirton and fencer Miles Chamley-Watson. Set to Twigs' narration of some dreamily introspective lyrics ("I ached to succeed, to heal, to make a difference in the world, to make deep and lasting connections with those who vibrate at a frequency I recognize within myself,") the film combines athleticism with Bollywood-style dancing and makeup, with the aim to "shed light on the power of modern movement" as Twigs explains in a Nike blog post.

Twigs stated: "I made the song in the campaign film, 'Trust In Me,' before I got approached about this project. I realized it would be perfect, because the lyrics say, "Put your trust in me." In a way, we're asking people to look at me and the other amazing athletes in the video and trust the way we are. We've worked hard to perfect our crafts and create our own destinies, and we're feeling good in our bodies."

The endline of the film, which was shot in Mexico City through A+/Academy Films, is "Do you believe in more?"

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About

Credits

Date
Jan 12, 2017
Client:
Nike
Director:
FKA Twigs
Production Company:
A+/Academy Films

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