Showcasing the creative prowess of the Brazilian singer Ludmilla and the dance troupe The Turmalinas Negras, Nike has released a dance film celebrating Black women. 'The Awakening in Dance: An experience in motion' spotlights how dance encourages new generations to explore different forms of sport and movement.
The film was created by AKQA with Ludmilla, the Turmalinas Negras, Nike, and consultancy Think Eva's. the campaign emerges as a platform for collective empowerment and manifestation of black culture and positive social transformations through dance.
Directed by Juh Almeida, the coreography is broken down into six moments: birth, connection, roots, protection, recognition and awakening. The sequence is a timeline that shows how movements connect with ancestry and culture, going through rhythms such as break, hip hop and funk.
Title: The Awakening in Dance: An experience in motion
Clients Approval: Gustavo Viana, Raphael Peres, Livia Pinheiro, José Diogo Rodrigues, Murillo Maldonado, Aline Cupido, Flávia Silva, Fabio Albuquerque and Ingrid Ferreira.
Agency: AKQA SP
Global CCOs: Diego Machado Hugo Veiga
ECD: Renato Zandoná
Group Creative Director: Christiano Vellutini
Creative Team: Eduarda Nieto, Erika Moreira and Bruno de Carvalho
Managing Director: Luiza Baffa
Strategy: Amanda Déa
Brand Lead: Paula Santana
Brand Director: Yago Sant'Anna
Brand Manager: Juliana Dantas e Laura Coelho
Brand Manager Assistant: Hadassa Lima
PR: Debora Bacaltchuk
Operation Director: Lucas Costa
Operation Manager: Lucas Araque
Motion: Anderson Lima and Guilherme Romeiro
Strategic consultancy: Think Eva
Co-Creation: Turmalinas Negras - Aline Constantino, Darita Albino, Mayara Rosa, Maiwsi Ayana, Nice Estrela and Ludmilla
Production Company: Pródigo Films
Director: Juh Almeida
Sound Production Company: Capitão Foca
Music production: Larissa Luz
Stills: I Hate Flash