null - Nowness x Nike - Pedro Lourenco

NOWNESS is a movement for creative excellence in storytelling. Celebrating the launch of Nike Women’s collection with fashion designer Pedro Lourenço, NOWNESS premiered, back in 2014, a mysterious short in the Atlas Mountains. 

The gravity-defying movie, starring French dancer Hajiba Fahmy, is directed by Abteen Bagheri and inspired by core body movements supported by couture and technical training apparel.

Bold and free

When we at MassiveMusic stumbled upon ‘As If’ by R&B-inspired vocalist, producer and songwriter Jessy Lanza, we didn’t look any further. 

In this song, she experiments with bold minimalism and ethereal breathy vocals. A perfect accompaniment for the freedom of movement emphasised by the commercial.