'Do you believe in more?' FKA twigs is Nike's new brand ambassador
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Ethereal, unique and multi-talented: singer-songwriter FKA twigs has turned creative director for Nike's new two-minute promo, “Do you believe in more?”. The sportswear company appointed FKA twigs as creative director for the Nike Women’s Spring Zonal Strength Tights campaign. Using her own original song to conceptualise, FKA both directed and performed the film, creating a visual epic, empowering young people to trust the way they are and embrace their own diversity. By working to shield the spotlight from centering purly on the physique of herself, and the other amazing athletes in the video, FKA instead looks to promote the hard work, passion and dedication they put into their respective sports. FKA features herself alongside professional dancers, athletes, fencers, karate champions and a violinist, performing characteristically tight choreography in an abstract style. On first being tasked with the project, FKA professed to seize it as an opportunity to let young people know they have the power to become the best versions of themselves. The “modern movement” style of choreography she adopted exists as a means of exploring any genre of sport without boundaries. The video also features a brand new FKA twigs song, named “Trust in Me”, co-produced by Oneohtrix Point Never and Motion Graphics - a song that likewise speaks of empowerment and self-belief. The lyrics, “Put your trust in me”, inviting young people to look at her and other amazing young athletes, and saying, you can achieve this, join us, strength is a universal language. “It’s exciting to have created something that’s genuinely by and about young people who work hard, who are sensitive, who embrace both their strength and their vulnerabilities, and who, together, feel that they can be successful,” FKA twigs says on the Nike Official website. Watch the full FKA twigs x Nike video below.
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