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Female Athletes are Heroes in This Nike Women 'Just Do It' Spot

The Lift helps W+K and Superprime to create another memorable Nike women commercial on location in Mexico

Female Athletes are Heroes in This Nike Women 'Just Do It' Spot

After the success of 'Juntas Imparables' in 2018, Nike returned to work with The Lift in Mexico City to create the latest Just Do it campaign ‘Time To Be Heroes’.

Directed by Loren Denis from Superprime, 'Tiempo de Ser Héroes' tells a series of stories about unexpected female athletes as an invitation to celebrate the passion and spirit of Mexican athletes and to encourage and inspire others.

Fuad Abed, producer at The Lift, worked closely with Nike, their agency and productions team, straight from the WIP concept art pieces, to recruit and coordinate the athletes for a tight five-day shooting schedule across the city. “We received the original brief direct from the agency as they first wanted to scope what was possible with us. Since the athletes have such varied training schedules the casting was always a work in progress, but we achieved it and nearly everything went on screen!`’

Mauricio Granado, producer Wieden+Kennedy Portland, said: “This production was a tough one The Lift really killed and was able to put together something that was almost impossible to be done within that schedule. We love the results and the film has already 34m views."

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Client: Nike

Nike Communications Director: Gabe Folick


Agency: Wieden + Kennedy

Global Creative Directors: Alberto Ponte / Ryan O’Rourke

Creatives: Tim Arts / Stefan Van Den Boogaard

Executive Producer: Jake Grand

Producer: Mauricio Granado


Production Company: Superprime

Directors: Loren Denis

Executive Producers: Rebecca Skinner /Roger Zorovich

Producer: Elizabeth Blakemore

Producer Supervisor: Andrew Baker

Production Services: The Lift Mx

Producer: Fuad Abed

Production Designer: Monica Bidault


The Athletes: Daniela Velasco (1,500-meter sprinter), Alejandra Orozco (diver), Nataly Gutierrez, Karina Esquer, Mariana Valenzuela (basketball players), Nicole Pérez (footballer), Dulce Orihuela (boxing trainer), Paulina Pulido (dancer), Mariana "Barby" Juárez (boxer ), Lorena Dromundo (downhill cyclist).

Category: Clothing and Fashion , Sportswear

Genre: People