Women in the Middle East must overcome many cultural and religious barriers to pursue their love for water; having to cover oneself, taboos within society and families, and swimming pools dominated by men. Also the fear that even if they overcame all that, they would be the only woman in the water.

Nike realised that they couldn’t just launch their VICTORY SWIM COLLECTION - a first of its kind range of swimwear. Instead they had to create an unstoppable community of swimmers.

They launched the campaign with this anthemic film to not only unite women across the continent in the water but provide any aspiring athlete watching with role models to look up to and learn from.

The challenge for this project was to create a piece of music that helped further dramatise the emotions of the characters in the spot and to convey the feeling that swimming can be empowering and exciting rather than intimidating.

We built the core of the track from breaths and vocals. This helps convey both the sense of swimming and the movement of water and creates a rhythm that still leaves room for the sound design. As the track progresses we increased the tempo and added additional layers of instrumentation to capture the sense of elation that the water gives to the films characters.

We wanted the music to find its confidence as the girl progressed before growing in scale and intensity to convey the rush of her achievements and the thrills being experienced by the other characters in the spot.

Nike - You Can’t Stop Us: Victory Swim

CREDITS

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