You Can’t Stop Our Voice
Sport is powerful, but sport can’t do it alone. It’s up to us to let our passion turn sport into a platform and show the world that we’re playing for change. What started as a Latinx campaign, ended up growing into a North America initiative within a time we needed true leaders the most.
Our main goal: Tap into expression, sport, and purpose to show a strong, new, and wider perspective. A shared mindset to shift the world in the right direction.
My role as the CD of this project consisted in developing the visual concept and storytelling for the project, casting, briefing and interviewing the right people for the brand. Both in front and behind the camera. Community leaders with strong voices using sport for change, and a talented crew eager to co-create these stories. Making sure the vision was consistent in spite of multiple challenges throughout our journey.
Chiene Joy Jones
“In a world that is not designed to help them, I am using my voice to encourage young, strong girls, to become fearless, amazing women.¨ - Chiene.
Award-winning coach Chiene Joy Jones has dedicated her life to providing free opportunities in sport for the girls of New York City. Grow Our Game was created to infuse the passion for basketball through an unconditional sisterhood.
Djali Brown Cepeda
NYC community leader, Djali Brown Cepeda, uses her voice to make change. As the founder of Nueva Yorkinos, Djali is fighting to help tell the stories and be the voice of those who have been disenfranchised. In a climate of political tension, we partnered up with her to invite people to vote in one of the most critical elections in America.
¨Today, voting is still not a right granted to all, but a privilege to some. I vote to honor those who have fought for my community to have the choice, those who are silenced today, and for the future to come.” — Djali
Fitriya Mohamed
“I want hijab ballers around the world to know they are not alone. We will bring down stereotypes as we build up our game.” - Fitriya
Fitriya Mohamed is an outstanding basketball player. Yet growing up, she often felt disconnected from her team. She has decided to take action and become a leader for her community. Through her Basketball league MWSB, Fifi aims to showcase the game of Muslim women and create a strong sisterhood of ballers around the world.
Jahkil Jackson
Student, basketball player, dancer and social entrepreneur, Jahkil Jackson is using his voice to bring awareness and help the houseless in Chicago. At only 11 years old, Jahkil founded Project I Am. An organization that has managed to impact over 70k men and women across the world.
”Time waits for no one, you don’t have to wait to be great. We can have fun while making moves and creating change in this world.” - Jahkil
Xiuhtézcatl Martínez
The consequences of the climate crisis are evident today. Since he is 3 years old, X has used his voice to fight climate change and prevent marginalized communities from being the early targets of the outcome.
“As a young indigenous Latino, I want to be the voice that speaks to the communities that are not been spoken to. To make sure voices like ours come through. Brown indigenous youth need to be at the front of the global issues that target us the most.” - X.
The success of this campaign lies on the specific targeted audiences we were able to reach through each of the unique personalities featured.
Not only did we surpass our expected numbers around earned media, but we were also able to drive a huge amount of traffic to the Nike Channels. High engagement in Social media with over 1 million views on Youtube, thousands of views on Instagram for each story and multiple Nike departments interested in featuring the stories through their own channels. (Including Nike GEOS like LA and NYC, Nike Basketball and Nike Women).
Overall and most importantly we managed to raise awareness on inclusivity, voting and social justice within a time it was needed the most. Inspiring thousands to take action and own the power of their voice through sport. The best part of it all was witnessing firsthand, the impact and power these untold stories had on our crew and the people involved in producing this piece.
Agency: Industry
Client: Nike North America
Creative Direction: Fernanda Arreguin & Oved Valadez
Art Direction: Fernanda Arreguin
Film Directors: Leo Aguirre, Bright Black Studio and TierZero
Editing: Revery
Photographers: Juan Veloz, Armando García and Due Pinlac
Copywriting: John Viera