Cameron Calderon

@nike spent $16 million to air a Super Bowl ad built almost entirely around telling women what they can’t do.

That sounds like a terrible idea until you see what director Kim Gehrig does with it.

Every insult gets paired with footage that proves it wrong.

But she doesn’t just put the shots next to each other. The athletes physically carry the movement from the studio into real competition.

A gesture starts in one world and finishes in the other.

Add a Led Zeppelin riff underneath it, cut every transition around the music, and suddenly the edit itself becomes the response.

Nike never has to argue with the criticism.

The athletes answer it.

Gehrig didn’t write a comeback. She cut one.

Commercial: Nike @nike
Director: Kim Gehrig @kimgehrig
Voiceover: Doechii @doechii
DOP: Philippe Le Sourd @philippe.lesourd.asc
Editors: Tom Lindsay tom_lindsay & Elise Butt @elisesmelise
Movement: Denna Thomsen @dennathomsen
Edit: @trimediting
Production: @somesuchandco