Inspiring girls in Saudi Arabia to discover their inner potential
ART BUYING
NIKE KSA
Nike’s first campaign for Saudi Arabia asks: ‘What if you can?’
Women’s sport is growing fast in KSA, but there are millions of girls still waiting for the right moment to get involved. The goal of this campaign by W+K Amsterdam was to fill Saudi girls with the confidence and excitement to begin their journey in sports and realise their potential.
Our brief was to find a female sports photographer to visualise the discovery of hidden potential: real girls performing sport skills in an iconic, empowering and aesthetically elevated way. It was crucial to make the photography feel genuine and true to the region.
Nike’s first campaign for Saudi Arabia asks: ‘What if you can?’
Women’s sport is growing fast in KSA, but there are millions of girls still waiting for the right moment to get involved. The goal of this campaign by W+K Amsterdam was to fill Saudi girls with the confidence and excitement to begin their journey in sports and realise their potential.
Our brief was to find a female sports photographer to visualise the discovery of hidden potential: real girls performing sport skills in an iconic, empowering and aesthetically elevated way. It was crucial to make the photography feel genuine and true to the region.
The images needed to be spontaneous, natural and authentic whilst feeling epic; showing Saudi girls as they’ve never been seen before. We commissioned Madeleine Penfold: a renowned photographer and purpose-driven storyteller known for her dynamic live action shots hero-ing women in sports.
CREDITS:
AGENCY: WIEDEN+KENNEDY AMSTERDAM
CREATIVE DIRECTORS: EVGENY PRIMACHENKO, GÜNEY SOYKAN
ART DIRECTOR: MARIANO GARCIA CRUZ
PHOTOGRAPHY: MADELEINE PENFOLD