Directed by Valentin Petit
Produced by Eddy and Ocurens
Executive Producers: Benjamin Benhamou, Germain Robin
DOP: Mélodie Preel
Agency: M&C Saatchi, GAD
Creative Directors: Robin De Lestrade, Jorge Carreno
Copywriter: Sydney Monjauze
Art Director: Guilherme Coutinho
TV Production: La Petite Office
Agency Producer: Audrey Chaouat
DOP Agency: Kinou / Cinematographer Agency
Post-Production : Mikros MPC Advertising
Sound Production: Capitaine Plouf
Most parents are overprotective by default. They’ll do anything in their power to defend their little ones. But there comes a time when they have to (figuratively) cut the umbilical cord and let their kids act independently, even if that means they will hurt themselves (although unintentionally).
In a bid to stop parents from treating their children like babies, Nike China developed a campaign which sees four real-life child athletes such as a runner, boxer, footballer, and basketballer—all aged between 10 and 13 years old—ask for independence.
Producer: PLAYFULL SHANGHAI
Creatives: R/GA SGANGHAI,
Director: Ben Brand
DOP: Paul Ozgur
Grading: Nightshift Paris, Gabriel Portier
Special thanks: Eddy Paris
Produced by Pantera&Company and Noside
