Believe

2018 marked a new era for Nike’s World Cup marketing strategy. Rather than going big with one film, we created multiple athlete stories told at the pulse of the tournament through multiple channels.

The one connecting filter in which to tell all these stories was the unwavering self belief our athletes share.

We interviewed each athlete to reveal unique insights, which were used as the springboard for their individual story. These were brought to life via an array of film, animation and photography that played out on Instagram, across athlete and Nike channels – hours before each player took to the pitch across the month of the tournament.

Creative Director: Toby Burnett

ACD: Adrian Stannard

Art Director: Albert Pukies

Copywriter: Rob James

Designer: Barry Slater

Group Account Director: Alex Aidan

Senior Account Director: Michael Sinnerton

Account Manager: Stu Davis

Director (Kane): Glenn Kitson

DOP (Mbappe): Fernando Gayesky