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Nike “Watch Where We're Going” 2024

Nike “Watch Where We're Going” (2024) is a Nike commercial directed by Vellas for Wieden+Kennedy, produced by 100%. It won 2 awards, including Clio Sports 2024 Bronze — Film / 31 Seconds to 60 Seconds and Epica 2024 Bronze Copywriting & Storytelling.

This ad features refugee athletes sharing their origins and determination, culminating in their participation in the Refugee Olympic Team, highlighting resilience and hope.

Video: Nike on YouTube

Shot by shot

  1. A young female boxer in a red uniform sits on a bench in a locker room, looking intently at the camera.© Nike0:00
  2. A young Black woman with braided hair, wearing a red sports top, looks intently at the camera in a dimly lit locker room.© Nike0:05
  3. A sweaty male athlete in a blue gi looks down, catching his breath in a sunlit gym.© Nike0:09
  4. Two male judo athletes in blue and white gis grapple and one throws the other to the mat in a dimly lit gym.© Nike0:12
  5. A young male boxer, wearing a blue headguard and boxing gloves, looks up from inside a boxing ring in a dimly lit gym.© Nike0:15
  6. A dark-skinned female athlete with braided hair, wearing a white tank top, looks directly at the camera and speaks on a mountain top with clouds below.© Nike0:18
  7. A female cyclist in a white helmet and sunglasses rides a road bike on a paved road, with a blurred green background.© Nike0:21
  8. A dark-skinned woman with a determined expression, wearing a white tank top, looks directly at the camera with sweat on her face, against a blurry sky background.© Nike0:29
  9. A young Black woman with braided hair, wearing a red sports bra, looks intently at the camera in a locker room.© Nike0:38
  10. A female runner in a white tank top and dark shorts runs in silhouette against a vibrant pink and purple sunset over mountains.© Nike0:45
  11. A male athlete in a blue gi throws another male athlete in a white gi onto a blue mat in a dimly lit gym.© Nike0:47
  12. A male athlete with dreadlocks, wearing a red and white singlet, walks away from the camera down a dark, blurry hallway towards a group of people.© Nike0:50

Stills © Nike. Made by Wieden+Kennedy, 100% and Vellas.

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

The idea

Refugee athletes share their past and future, emphasizing resilience and hope.

Tagline: “Proud kit supplier to the IOC Refugee Olympic Team”

overcoming adversityinspirational journeysports as a metaphor for lifepersonal testimonymontage of struggle and triumphempowerment through sport

The cut

Length
60 s
Shots
33
Average shot
1.8 s

What creatives use Nike “Watch Where We're Going” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Nike “Watch Where We're Going”? 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 young female boxer in a red uniform sits on a bench in a locker room, looking intently at the camera.© NikeA young Black woman with braided hair, wearing a red sports top, looks intently at the camera in a dimly lit locker room.© NikeA sweaty male athlete in a blue gi looks down, catching his breath in a sunlit gym.© NikeTwo male judo athletes in blue and white gis grapple and one throws the other to the mat in a dimly lit gym.© Nike
    Frames from Nike “Watch Where We're Going”

  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 Nike “Watch Where We're Going” in order, with its length, framing and what happens in it.

    A young female boxer in a red uniform sits on a bench in a locker room, looking intently at the camera.© NikeA young Black woman with braided hair, wearing a red sports top, looks intently at the camera in a dimly lit locker room.© NikeA sweaty male athlete in a blue gi looks down, catching his breath in a sunlit gym.© NikeTwo male judo athletes in blue and white gis grapple and one throws the other to the mat in a dimly lit gym.© NikeA young male boxer, wearing a blue headguard and boxing gloves, looks up from inside a boxing ring in a dimly lit gym.© NikeA dark-skinned female athlete with braided hair, wearing a white tank top, looks directly at the camera and speaks on a mountain top with clouds below.© Nike
    Length: 60 s · Shots: 33 · Average shot: 1.8 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.

    Nike “Watch Where We're Going” 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 Vellas

  • Budweiser "Placar" (2021) commercial still© BudweiserBudweiser “Placar” 2021Dir. Vellas · Africa São Paulo PublicidadeCiclope Gold 2021
  • Renault Kwid Ousider "Caverna do Dragão" (2019) commercial still© Renault Kwid OusiderRenault Kwid Ousider “Caverna do Dragão” 2019Dir. Vellas · DPZ&TEl Ojo de Iberoamérica Gold 2019
  • Renault Stepway "Aposta" (2019) commercial still© Renault StepwayRenault Stepway “Aposta” 2019Dir. Vellas · DPZ&TEl Ojo de Iberoamérica Gold 2019
  • Mitsubishi L200 Triton "Watermopilasgrado" (2016) commercial still© Mitsubishi L200 TritonMitsubishi L200 Triton “Watermopilasgrado” 2016Dir. Vellas · AfricaEl Ojo de Iberoamérica Gold 2016
  • M-Monochrom "Alma" (2013) commercial still© M-MonochromM-Monochrom “Alma” 2013Dir. Vellas · F/Nazca Saatchi & SaatchiEl Ojo de Iberoamérica Gold 2013
  • Leica "Soul" (2013) commercial still© LeicaLeica “Soul” 2013Dir. Vellas · F/Nazca Saatchi & SaatchiClio Awards Gold 2013

More from Wieden+Kennedy

  • DoorDash "DoorDash All the Ads" (2024) commercial still© DoorDashDoorDash “DoorDash All the Ads” 2024Dir. Mike Diva · Wieden+KennedyCannes Lions Titanium 2024
  • Clash of Clans "Clash from the Past" (2023) commercial still© Clash of ClansClash of Clans “Clash from the Past” 2023Dir. Nalle Sjöblad · Wieden+KennedyClio Awards Grand Prix 2023
  • Brawl Stars (Supercell) "Starr Park" (2021) commercial still© Brawl Stars (Supercell)Brawl Stars (Supercell) “Starr Park” 2021Dir. Steve Rogers · Wieden+KennedyCiclope Grand Prix 2020
  • Nike "You Can't Stop Us" (2020) commercial still© NikeNike “You Can't Stop Us” 2020Dir. Oscar Hudson · Wieden+KennedyCannes Lions Grand Prix 2021
  • Hutchison Three "Three 5G: The Future" (2020) commercial still© Hutchison ThreeHutchison Three “Three 5G: The Future” 2020Dir. Ian Pons Jewell · Wieden+KennedyCiclope Grand Prix 2020
  • Southern Comfort "Whatever's Comfortable: Beach" (2013) commercial still© Southern ComfortSouthern Comfort “Whatever's Comfortable: Beach” 2013Dir. Tim Godsall · Wieden+KennedyLondon International Awards Grand Prix 2013

Award-winning sport commercials

Questions

Who directed the Nike “Watch Where We're Going” commercial?

Vellas directed it, produced by 100%, for the agency Wieden+Kennedy.

Which agency made Nike “Watch Where We're Going”?

Wieden+Kennedy created it for Nike (2024).

What awards did Nike “Watch Where We're Going” win?

2 awards, including Clio Sports 2024 Bronze — Film / 31 Seconds to 60 Seconds and Epica 2024 Bronze Copywriting & Storytelling.

What is the tagline of Nike “Watch Where We're Going”?

“Proud kit supplier to the IOC Refugee Olympic Team”

Sources for the credits and awards

winners.epica-awards.comclios.com