A Teenager Discovers the Liberating Power of Sport in Nike Spot

A gen-z girl travels through time and space to discover the liberating power of sport in Georgia Hudson’s latest celebratory piece ‘Imperfect You’ for Nike Japan, in collaboration with Wieden+Kennedy Tokyo. 

Aika, a young girl from Tokyo, leaves behind the societal pressures that surround her and sets off on a magical journey, coming face-to-face with the conformity imposed on women in an array of historical settings, challenging her to unlock her authentic self. 

Lensed by Steve Annis, and shot on location in Tokyo, the spot features an impressive list of Nike athletes including skaters Yurin Fujii and Ginwood Onodera, and breaker Ami Yuasa.

Given the global scope and messaging of the project, Hudson took the opportunity to implement an extensive mentorship programme from the beginning of the production process, “Putting together a team of young Japanese women just breaking into the industry and giving them the platform and space to learn on a large-scale film shoot, was a way of putting the messaging of the film into practice, in real terms.” says Georgia.