Mexico’s Women’s National Team is still very young and continues to face gender stereotypes and a lack of media support that puts them at a disadvantage. Nike wanted to create an anthem that reimagines what victory means.
When I received the brief, I felt an immediate connection with the athletes. Their struggles reflected so many moments in my own career, working in a male-dominated space that constantly makes us question whether we truly belong.I wanted to show their strength and determination, because for women like us, victory isn’t measured by a scoreboard. We play to open spaces, to prove what’s possible, and to remind others that yes, we can. That connection shaped the idea and made this project especially meaningful to me.
Lose the fear
of losing.
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Agency:
Wieden+Kennedy Mexico.
My role:
Associate Creative Direction / Copywriter.
Team:
Felipe Ribeiro, Jessica Apellaniz, Pablo de Arteaga, Andrea Souza, Rafael Campello, Jacky Salome, Gustavo Henrique, Rodrigo Cantalejo. Rodrigo Bonilla, Rodrigo Niño, Ana Mijares, Jan Erhardt, Anahi Parrilla, Samantha Herrera, Beatriz Pecero.
Production Company:
Stink México.
Directors: Fridman Sisters.
Still Photographer: Seoju Park. -
*Cannes Lions.
Shortlist Entertainment Lions for Sport 2024.
*Clio Sports Awards.
X3Gold Branded Entertainment/Content 2024.
Silver Fan Engagement 2024.
Shortlist Film 2024.
*Clube de Criação.
Gold Direction 2024.
Silver Integrated Campaigns 2024.
Bronze TV, Cinema, and Other Screens 2024.
Bronze Promotional and Direct Marketing Action 2024.
Anuario 2024.
*Ciclope Latino.
Gold Production Design 2024.
Shortlist Cinematography 2024.
Shortlist Direction 2024.
Shortlist Music 2024.
*Shots Awards.
Shortlist Concept 2023.
*Ojo de Iberoamérica.
Gold +Mujeres Realizadoras 2024.
