LIDO PIMIENTA X NIKE
We brought together 3 great female artists to raise the voice of women in Colombia and Latin America. Lido Pimienta composed an anthem for Colombia’s female team competing in the World Cup. The story was captured by the eye of director Maria Camila Calle accompanied by the creation of characters (joy, discipline and courage) and art direction of Orly Anan, combining the talents of these Colombian artists to tell a story of victory and self-belief throughout the concept of the campaign: Créetela (Believe you belong).
Today, victory is looked at linearly, through the men’s game, conceived on the basic idea of win or lose, ignoring that there is much more to it than that. This limits the ability to imagine winning in new ways; this is why Nike was looking to reimagine the narrative of women's soccer, with an entirely new approach to engage new communities through art, culture and sport.
We brought together 3 great female artists to raise the voice of women in Colombia and Latin America, creating a song and video clip inspired by women's soccer and the victories of local athletes.
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