Willing to fail
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Willing to fail
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Willing to fail
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Willing to fail • Willing to fail • Willing to fail •
CREATIVE
direction
This film lives in Nike’s ethos. Every frame was crafted to speak the brand’s visual language: athlete forward, emotionally charged, and visually relentless. Built to feel like an extension of Nike’s legacy, the piece channels the raw energy and internal grit required to rise again after failure.
At its core, this is a story about the tension between defeat and growth. It is not about perfection. It is about resilience. The invisible battle behind every visible win. A portrait of the mindset it takes to fall, get back up, and come back stronger.




VISUAL
direction
This piece was crafted with cinematic handheld camerawork to keep the energy tense and the perspective intimate. We leaned into mixed lighting sources and pushed the in-camera white balance to 2800K to exaggerate the interplay of warm and cool tones in each scene. The lighting design was fully controlled and sculpted for contrast and emotional weight, never relying on natural light. During critical moments, a high shutter angle was used to heighten the physicality and punch of each movement. The color grade embraced stark contrast and deep shadows, pulling out athletic tones that felt raw yet elevated. Every camera move was deliberate, designed to follow the mindset of an athlete, quick, rhythmic, and focused. With a minimal crew, we stayed agile and reactive to the environment, allowing the story to unfold without compromise.






IMPACT
This piece resonated with athletes, coaches, and creatives who saw themselves reflected in the story. Shared widely across social platforms, it sparked conversation around perseverance, failure, and what it truly means to earn greatness. Its emotional tone and visual language aligned naturally with the world of performance-driven storytelling, reinforcing how a powerful narrative can feel culturally embedded even without traditional campaign scaffolding. More than just a film, it became a touchpoint for those living the grind. Proof that storytelling with purpose can inspire without needing permission