Nike Womenswear Leggings Campaign
Art direction support for Nike’s 2023 leggings campaign, directed by CPrinz, photographed by Mel Bles.
Brief
Claim Nike's position as the leader in the world of fitness by approaching it holistically across body and mind.
Concept
We built our creative concept around a “rebirth of Nike leggings”; a reset not just of the perception of our product, but also what fitness means for women in 2023: a Fitness Renaissance.
By taking inspiration from the Renaissance movement’s focus on the everyday and finding ways to improve human life, we showed a cast of 51 women of all ages and body types finding empowerment through movement, whichever way felt best.
We wanted to capture the physical and mental highs and lows she experiences in her fitness routine and the sensations and pleasure of moving your body, when you want and how you want.
By collaborating with 51 women infront of the camera, and curating a largely female team behind the camera, the journey became about more than just reclaiming the joy of movement; it became the most joyful, collborative, supportive and creative project where we rose above stereotypes and limitations, to prove strength and beauty come in all different shapes and sizes.
Director: CPrinz
Producer: Alex Chamberlain
Executive Producer: Dom Thomas
Production Agency: Object&Animal
Service Production: TwentyfourSeven
DOP: Oliver Millar
Music: ‘Confessions’ by Sudan Archives
Editing: The Quarry
Grade: RareMedium
Choreography: Matilda Fleberg
Choreography assistant: Celine Diop
Sports Choreographer: Mark Cumberbatch
Stylist: Victoria Sekrier
Stylist assistant: Masha Ligay
Photographer: Mel Bles
1st Assistant: Ed Bourmier
2nd Assistant: Luje Stulinski
3rd Assistant: Hayleigh Longman
Digital Operator: Tim Grant
Photo Producer: Stephanie Lawley
Post production: Studio Private
By taking inspiration from the Renaissance movement’s focus on the everyday and finding ways to improve human life, we showed a cast of 51 women of all ages and body types finding empowerment through movement, whichever way felt best.
We wanted to capture the physical and mental highs and lows she experiences in her fitness routine and the sensations and pleasure of moving your body, when you want and how you want.
By collaborating with 51 women infront of the camera, and curating a largely female team behind the camera, the journey became about more than just reclaiming the joy of movement; it became the most joyful, collborative, supportive and creative project where we rose above stereotypes and limitations, to prove strength and beauty come in all different shapes and sizes.
Director: CPrinz
Producer: Alex Chamberlain
Executive Producer: Dom Thomas
Production Agency: Object&Animal
Service Production: TwentyfourSeven
DOP: Oliver Millar
Music: ‘Confessions’ by Sudan Archives
Editing: The Quarry
Grade: RareMedium
Choreography: Matilda Fleberg
Choreography assistant: Celine Diop
Sports Choreographer: Mark Cumberbatch
Stylist: Victoria Sekrier
Stylist assistant: Masha Ligay
Photographer: Mel Bles
1st Assistant: Ed Bourmier
2nd Assistant: Luje Stulinski
3rd Assistant: Hayleigh Longman
Digital Operator: Tim Grant
Photo Producer: Stephanie Lawley
Post production: Studio Private
