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2022 Next Creative Leaders Work - NCL Work

Nike- By Changing Nothing, She Changed Everything

Agency Whitney Downing

Client NCL 2022 | Whitney Downing


NCL 2022

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My Role in This Project
For Serena, I helped conceptualize the idea for the campaign. I created a visual look and feel using the photo book album as a technique that spread across all mediums.

Project Description
The spot, distributed on Nike’s social media channels, comes from Wieden+Kennedy Portland and is voiced by actress Zendaya. It traces the remarkable rise of the girl from Compton, California who became not just an all-time tennis great, but a role model for millions. "By Changing Nothing, She Changed Everything” focuses on Serena Williams’ ability to rise above adversity and unjust backlash while becoming one of the most defining figures in sports. Zendaya points to the various criticisms that the champion has received for her body, confidence and sportsmanship—all of which only managed to fuel Williams throughout her highly decorated career.

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