Brazil takes flight with Nike

Nike – Joy That Intimidates: The Dance

Credits

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Agency Wieden + Kennedy/Sao Paulo
Production Company Rosco Production
Director Yudo Kurita

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Credits

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Agency Wieden + Kennedy/Sao Paulo
Production Company Rosco Production
Director Yudo Kurita
Production Co Not So Impossible
Editing Joint Editorial (In-House at Wieden + Kennedy)
Post Production Not So Impossible
VFX NASH/Sao Paulo
Audio Post Bumblebeat Audio Hive

Chief Creative Officer Rodrigo Jatene
Art Director Guilherme Pinho
Copywriter Wagner Montanher
Copywriter Gustavo Moraes
Copywriter Ana Paula Braga
Design Director Bruno Oppido
Head of Production (HP) Patricia Gaglioni
Producer Fernanda Moura

Producer Amanda Joia
Group Creative Director Jose Ferraz
Group Creative Director Felipe Paiva
Creative Director Gabi Marcatto
Creative Director Raphael Valenti
Creative Director Caio Muratore
Creative Director Ary Nogueira
Art Director Wander Tosta

Art Director Felipe de Melo
Art Director Murillo Galhardi
Art Director Joao Vietri
Producer Mayara Jorge
Producer Lewis Taylor
Executive Producer Tais Caetano
Editor Henrique Jose
Director Rafael Carmo

Creative Director Carolina Martins Zanni
Art Director Leika Morishita
DP David Foulkes
DP Caio Humb
Editor Samya Carvalho
VFX Supervisor Cirilo Bonazzi
VFX Producer Flavia Gannam
Editor Victor Cohen

Colorist Acauan Pastore
Colorist Cameron Marygold
Executive Producer Luisa Hackett
Music Producer Leonardo Lima / (Music Producer)
Music Producer Henrique Tanji
Creative Director Lucas Sfair
Creative Director Henrique Tanji

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In partnership with Wieden+Kennedy São Paulo, sportswear brand Nike and the Brazilian Football Confederation have unveiled this uplifting and colourful campaign launching Brazil’s new home jersey for the World Cup.

Titled Alegria que Apavora, the initiative centres around two short spots, directed by Yudo Kurita through Rosco Production, that frame the country’s joyful spirit as both cultural identity and psychological weapon on the pitch.

At the core of the campaign, fronted by the players Vinícius Júnior, Estêvão Willian, Richarlison and Lucas Paquetá, is a metaphor-driven narrative depicting the team as birds breaking free from their cage after 24 years since Brazil’s last World Cup win.