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H&M “For Every Victory” 2016

H&M “For Every Victory” (2016) is a H&M commercial directed by Max Vitali, produced by Workfightculture AB. It won one award: Epica 2016 Silver Fashion, Footwear & Personal Accessories.

This H&M campaign celebrates the power of sport and overcoming challenges, featuring diverse athletes, including Caitlyn Jenner, sharing their personal journeys to victory.

Video: Max Vitali on Vimeo

Shot by shot

  1. A male diver stands on a diving board, stretching his arms above his head, preparing to dive into a turquoise pool.© H&M0:00
  2. A male diver in black swimwear prepares to dive, bending forward with arms outstretched against a bright, clear sky.© H&M0:14
  3. A wide shot shows a young boy dribbling a basketball on a green court while four other children sit on the ground watching him under a cloudy sky.© H&M0:22
  4. A male tennis player in white sportswear serves a tennis ball on a green court, captured from archival footage.© H&M0:32
  5. A group of diverse young people, dressed in casual streetwear and helmets, skateboard down a brick path between brutalist concrete buildings on an overcast day.© H&M0:41
  6. A young woman with Down syndrome, wearing blue eyeliner and a blue leotard, looks intently forward in a gymnastics gym.© H&M0:46
  7. A medical monitor displays an MRI scan of a human knee joint, with various medical data and measurements visible on the screen.© H&M0:51
  8. An older man in swim trunks stands on a diving board, looking down at a woman swimming in a pool, shot from directly above.© H&M0:56
  9. A determined female boxer with braided hair and a tank top trains intensely, gritting her teeth in an old, gritty gym.© H&M1:01
  10. A baseball player in a dark uniform swings a bat, seen from behind, on a sunny day at a baseball field.© H&M1:08
  11. A female gymnast in a blue leotard swings on uneven bars, chalk dust flying, in a brightly lit gymnasium.© H&M1:14
  12. A female boxer with short hair and boxing gloves raises her arms in victory, surrounded by a cheering crowd in a boxing ring.© H&M1:18

Stills © H&M. Made by Workfightculture AB and Max Vitali.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Inspiring stories of diverse athletes overcoming personal and physical challenges.

Tagline: “FOR EVERY VICTORY”

overcoming adversitydiverse castpersonal struggletriumph of the human spiritarchival footagecelebrity endorsement

The cut

Length
94 s
Shots
71
Average shot
1.3 s

What creatives use H&M “For Every Victory” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of H&M “For Every Victory”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A male diver stands on a diving board, stretching his arms above his head, preparing to dive into a turquoise pool.© H&MA male diver in black swimwear prepares to dive, bending forward with arms outstretched against a bright, clear sky.© H&MA wide shot shows a young boy dribbling a basketball on a green court while four other children sit on the ground watching him under a cloudy sky.© H&MA male tennis player in white sportswear serves a tennis ball on a green court, captured from archival footage.© H&M
    Frames from H&M “For Every Victory”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of H&M “For Every Victory” in order, with its length, framing and what happens in it.

    A male diver stands on a diving board, stretching his arms above his head, preparing to dive into a turquoise pool.© H&MA male diver in black swimwear prepares to dive, bending forward with arms outstretched against a bright, clear sky.© H&MA wide shot shows a young boy dribbling a basketball on a green court while four other children sit on the ground watching him under a cloudy sky.© H&MA male tennis player in white sportswear serves a tennis ball on a green court, captured from archival footage.© H&MA group of diverse young people, dressed in casual streetwear and helmets, skateboard down a brick path between brutalist concrete buildings on an overcast day.© H&MA young woman with Down syndrome, wearing blue eyeliner and a blue leotard, looks intently forward in a gymnastics gym.© H&M
    Length: 94 s · Shots: 71 · Average shot: 1.3 s

  3. 03Ad ideas: every spot built on a overcoming adversity

    Before you present an idea, you need to know who has done it, and how.

    H&M “For Every Victory” is built on a overcoming adversity. Search the library by idea to see every spot that uses it.

    Nike “You Can't Stop Us”© NikeCoca-Cola “I Love You Hater”© Coca-ColaChannel 4 “Meet the Superhumans”© Channel 4Biogen “Friedreich and I”© Biogen
    Nike · Coca-Cola · Channel 4 · Biogen

More commercials by Max Vitali

  • H&M "Conscious" (2023) commercial still© H&MH&M “Conscious” 2023Dir. Max Vitali

Award-winning fashion & luxury commercials

  • Burbery "Burberry "Open Spaces" (2022) commercial still© BurberyBurbery “Burberry "Open Spaces” 2022Dir. Megaforce · Riff Raff FilmsCiclope Grand Prix 2022
  • Burberry "Festive" (2020) commercial still© BurberryBurberry “Festive” 2020Dir. Megaforce · Riff Raff FilmsEpica Grand Prix 2021
  • Wren "First Kiss" (2014) commercial still© WrenWren “First Kiss” 2014Dir. Tatia Pilieva · Tatia PllevaClio Awards Grand Prix 2014
  • Jack & Jones "Making The Cut" (2014) commercial still© Jack & JonesJack & Jones “Making The Cut” 2014Dir. Martin Werner · &Co.Eurobest Grand Prix 2013
  • Superga S.PA "The Challenge" (1998) commercial still© Superga S.PASuperga S.PA “The Challenge” 1998Dir. Tarsem · Pirella Gottsche LoweEpica Grand Prix 1997
  • Levi's "Backstory" (2026) commercial still© Levi'sLevi's “Backstory” 2026Dir. Kim Gehrig · TBWA\Chiat\DayAICP Awards Winner 2026

Questions

Who directed the H&M “For Every Victory” commercial?

Max Vitali directed it, produced by Workfightculture AB.

What awards did H&M “For Every Victory” win?

1 awards, including Epica 2016 Silver Fashion, Footwear & Personal Accessories.

What is the tagline of H&M “For Every Victory”?

“FOR EVERY VICTORY”

Sources for the credits and awards

winners.epica-awards.com