Creativity

Wimbledon Winner Serena Williams Opens Up in Latest From Nike

Athlete's Road to Greatness Was Never Easy

By Ann-Christine Diaz. Published on Jul 12, 2016

Editor's Pick

Just minutes after Serena Williams won Wimbledon this weekend and secured a historic 22nd Grand Slam title (tying only with Steffi Graf), Nike released this inspiring film capturing the intensity of the pro tennis player's dedication to her sport.

Created and produced out of Dirty Robber, the spot features a surprisingly candid voiceover from Williams. She discusses how she always felt like an underdog, was once very small for her age, grew up in the shadow of her sister Venus and is prepping for the future -- to beat those aspiring athletes upon whose walls her own poster appears. All the while, we see powerful scenes of her non-stop dedication on the court and training at the gym.

"I get up and go, everyday I'm sore, but that's the life I chose," she says. "There's obviously days I don't feel like training, but htere's no that goes by that I feel like losing."

The spot is part of Nike's ongoing "Unlimited" campaign, which has also featured athlets Mo Farah, Ashton Eaton, Allyson Felix and Shelly Ann Fraser Pryce.

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Credits

Date
Jul 12, 2016
Agency:
Dirty Robber
Client:
Nike
Production Company:
Dirty Robber
Executive Producer:
Jason Puris
Executive Producer:
Chris Uettwiller
Director:
Gotham Chopra
Creative Director:
Martin Desmond Roe
Creative Director:
Nick Frew
Post Production Company:
Coyote Post
Editor:
Josh Hegard
Post Producer:
Carlos Gonzalez
Director of Photography:
Andrew Wheeler

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