Championing Diversity in Sports
Celebrating the spirit of inclusivity, this exhilarating digital campaign sees Black Athletes participating in sports that they aren’t historically known to have a heavy presence in. We proudly spotlighted the Adventure Crew.
Through our work, we aim to inspire, challenge perspectives and leave an indelible mark on the world of storytelling. Join us in celebrating the art of creation and exploration through captivating visuals and resonant narratives highlighted in this campaign.
Approach
Collaborating clients Blavity & Nike asked us to find athletes participating in a sport that maybe we haven’t always seen representation in.
We set out to find a ‘crew’ of athletes who truly embodied the beauty, creativity and flare of Black Culture, participating in a sport that didn’t involve a ball.. After much research we stumbled upon The Adventure Crew, a dynamic collective lead by Black Women, who were galvanizing a multi-cultural community with the sole purpose of conquering fears.
We felt seeing a group of bad ass Black Women on surf boards, against the backdrop of the Malibu coastline, with braids and gold teeth was a perfect juxtaposition to grab an audiences attention. We were adamant about shooting during ‘Dawn Patrol’, just for the opportunity to capture the glow of a new day against the crews’ melanated skin.
The shoot required huge amounts of production adaptability as we shot in the freezing pacific open ocean water. And even battled through members of our cast falling ill. Through it all, we made a piece that is undoubtedly one of our proudest productions to date.
