TOKYO, JAPAN — Gen Z in Japan are under a unique set of pressures. With today’s society offering them vast opportunities that weren’t available to previous generations, they face choice overload. Added to this are the additional realities of leading active, digital-first lives, leading to a generation eager for unbound self-control and expression.
As a part of its global campaign that reimagines the future of sport, Nike has singled out the pressure to be perfect as a key barrier Gen Z faces in Japan. Rather than depict elite-level athletes dominating flawlessly, Nike has built a story around a relatable Gen Z protagonist. The anthem film by Wieden+Kennedy Tokyo follows a protagonist, Aika, who is facing self-imposed pressures to get good grades, find a solid job, and compare herself to her peers on social media. Unexpectedly, Aika witnesses the pressures of perfection on Japanese women from different time periods in the past. With each visit, she realizes she is not alone in feeling these pressures and gains confidence through sports to push through and unlock her authentic self.
As the film gains momentum, Nike athletes and catalysts such as skaters Yurin Fujii and Ginwoo Onodera and breaker Ami Yuasa appear as today’s expression of sport, adding even more inspiration along her journey. The film culminates with the protagonist receiving the support of generations of Japanese women before her and taking these learnings and confidence into living her life the way she wants to, unapologetically.
To establish this world, we turned to director Georgia Hudson to bring a unique and poetic story to life. The film alternates between metaphorical sequences depicting the pressures of perfection in the past, contrasted with modern-day, relatable Gen Z pressures. Sport is positioned as the shortcut to reimagining those pressures, releasing the tension, and confidently finding the most authentic version of yourself.
In addition to the film, Nike plans to release a set of bespoke athlete key visuals, providing inspiration directly from Nike catalysts.
CREDITS:
| CLIENT | Nike Japan |
| PROJECT NAME | ‘Reimagine Victory’ Film Name: ‘Imperfect You’ |
| LAUNCH DATE | 10/11/2023 |
| WIEDEN+KENNEDY TOKYO @wktokyo | |
| Creative Director | Max Pilwat (マックス・ピルワット) @maksmaks Erwin Federizo (アーウィン・フェデリゾ) |
| Copywriter | Marina Danjo (檀上真里奈) @dan_mrn Andrew Miller (アンドリュー・ミラー) @oylmiller Kiran Strickland (キラン・ストリックランド) |
| Art Director | Kazuhi Yoshikawa (吉川一陽) @kazuhi_yoshikawa Josh King (ジョッシュ・キング) @joshrrking |
| Designer | Konatsu Matsumoto (松本小夏) @cc_mtmt Akane Yasuda (安田茜) @akaa.ne |
| Head of Brand Management | Jordan Cappadocia (ジョーダン・カパドーシャ) @jordancap |
| Brand Director | Paanii Annan (パニ・アナン) @Paanii |
| Brand Supervisor | Chelsea Hayashi (ハヤシ・チェルシー) @chelseamiwa |
| Brand Executive | Ryu Kaida (海田隆) @ryukaida727 |
| Assistant Brand Executive | Kai Laughlin (カイ・ラフリン) @kailaughlin88 |
| Executive Producer | Kosuke Sasaki (佐々木洸介) @kosukelawrence |
| Producers | Eisuke Arai (新井瑛輔) Yoko Onodera (小野寺陽子) @choco2910 Matthew Kato (加藤マシュー) @yuta_matthew |
| Head of Strategy | Thijs van de Wouw (タイス・ヴォン・デ・ウォ) @thijs.vandewouw |
| Senior Strategist | Tai Koga (古賀大士郎) Rudy Jean-Francois (ルディ・ジャン・フランソワ) |
| Comms Planning Director | Patrick Fahey (パトリック・フェイ) |
| Comms Strategist | Taiki Satoh (左藤泰輝) @taiki.satoh |
| Creative Operations Director | Aiwei Ichikawa (市川愛維) |
| Agency Editor | Vinod Vijayasankaran (ヴィジャヤサンカラン ヴィノド) @videovinod Jacob Kim (ジェイコブ・キム) @yskim992 |
| PR Director | Kazuki Kyogoku (京極一樹) |
| Translator | Mako Tomita (富田万木子) Takuro Kobayashi (小林拓郎) |
| Head of Production | Michelle Brough (ミシェル・ブロウ) @michellebrough |
| Chief Creative Officer | Ian Toombs (イアン・トゥームス) Vivian Yong(ヴィヴィアン・ヨン) |
| President | Yosuke Suzuki (鈴木洋介) @mrnobody8695 |
| FILM PRODUCTION | |
| PRODUCTION COMPANY | Park Pictures |
| Director | Georgia Hudson（ジョージア・ハドソン）@georgia__hudson |
| Executive Producer | Fran Thompson（フラン・トンプソン） |
| Producer | Annabel Ridley（アナベル・リドリー） Katie Lambert（ケイティー・ランバート） |
| Production Manager | Fred Deedes（フレッド・ディーズ） Andrea Harvey（アンドレア・ハーヴィー） |
| Director of Photography | Steve Annis（スティーブ・アニス）@steveannisdop |
| Gimbal Operator | Myron Mance（マイロン・マンス） |
| LOCAL PRODUCTION | |
| PRODUCTION COMPANY | AOI Pro. |
| Producer | Daisuke Misu（三須大輔）@misu_da Sakii Gotsu（合津さきゐ） |
| Line Producer | Wataru Ode（大出航） Koichiro Narita（成田康一郎） Yuto Brian Ota（大田悠人） |
| Assistant Producer | Kanta Yamaguchi （山口幹太） |
| Production Manager | Yurika Yamada (山田百合佳) Haruka Ono (小野遥香) Sena Ross (ロス世奈ゲイル) |
| Assistant Director | Nagisa Kodama（小玉渚） |
| Production Designer | Masami Tanaka（田中真紗美）@masamit0125 |
| Casting Director | Mai Ikeda（池田舞） Azumi Matsumoto（松本晏純） Yurika Kagami（各務裕梨佳） Kensaku Watanabe（渡邉賢策） |
| Lighting Director | Tetsu Moritera（森寺テツ） |
| 1st AC | Takao Baba（馬場たかお） |
| Stylist | Tatsuya Shimada（島田辰也） |
| Hair & Make up | Hair: Kunio Kohzaki Make-up: Yoko Minami（南洋子） |
| DIT | Shinya Nagao（永尾真也） |
| Sports Choreographer | Eddie McClements（エディー・マッククレメンツ） |
| Choreographer | Masaki Okawa（大川真熙） |
| History Professor | Mahoko Kyoraku（京樂真帆子） |
| POST-PRODUCTION | |
| Editor | Paul O’Reilly (Trim) |
| Edit producer | Polly Kemp (Trim) |
| Assistant Editors | Nanako Kawasaki, Jacques Simon (Trim) |
| VFX | Jitto |
| Online Editor | Akio Sakamaki (坂巻亜樹夫) |
| Music Composer | Black Cat White Cat |
| Sound Designer | Michael Anastasi (マイケル・アナスタシー) |
| Sound Mixer | Daniel Lovell (ダニエル・ラベール) |
| Colorist | Daniel De Vue (TRAFIK) |
