“Just Do It.” A line that many of us in the states grew up with can’t actually be translated into Mandarin. So we created a campaign to define “Just Do It.” in China by saying what it isn’t.
The next wave
It’s a really interesting time right now for Chinese culture. This is the first generation of kids to grow up truly with the freedom to choose what they want to pursue, and there’s never been a better moment to give the world’s largest nation permission to “Just Do It.”
Additional films featured athletes from “The Next Wave” anthem film, and told their deeper individual stories.
I can hardly believe this 1,500 word script became real. Here are a few gifs of "The Gimbal Ninja" doing just about everything our athletes were doing only he was holding a 30kg Alexa.
We also make some outdoor boards that doubled as social content generators. The type was captured "live" in camera in places that would inspire people to play sports. The murals were left up to allow anyone to make their own version of the billboard and share it on social.