Nike Japan - Question Return

Tennis superstar Naomi Osaka entered the global spotlight out of nowhere. No one knew how to react, and the hype grew as the media just started asking frenzied questions of the newly minted star. As the noise around her increased, Naomi stayed true to herself on and off the court.

We wanted to portray Naomi’s strong individual character in the face of this escalating hype, so we created a film where she metaphorically responds to a flurry of media questions with the awesome power and speed of her unstoppable game. The film went on to gain 80M views on social and more than 134M cross-platform impressions. And despite being critical of the media, every major news station ran the film as it created so much conversation.