Nike ‘Dream Crazier’ Shines Spotlight On Titan Desert Race Cerebral Palsy Cyclist A Roca Campillo,

The online video, debuting across Nike’s own platforms on 29 April, tells a story of the incredible determination of the inspiring Spanish athlete Alex Roca Campillo – who has cerebral palsy.

The spot follows Campillo’s journey to attempt to complete the Titan Desert Race 2019 event: a grueling 600km mountain bike race through the Moroccan desert after he failed to finish the race in 2018 (after withdrawing at the 300km mark to to dehydration).

The creative blends older video clips from his childhood with new footage from his race training and from the Titan event itself.

The film was primarily designed for Nike’s Instagram Stories and was created by B-Reel’s London office, helmed by Clara Tägtström via the production arm BRF.

Comment:

Spoiler Alert: while it isn’t actually included within the film’s narrative, Alex Roca Campillo this time completed the race on Friday 3 May.

This spot truly captures the spirit of the athlete’s grit and determination in the face of his not inconsiderable physical challenges.

We feel it is a worthy addition to the ongoing ‘Dream Crazy / Dream Crazier’ initiative that has already profiled more famous athletes

and some other less well known sports stars.

and which first launched back in September 2018 with the debut creative phase fronted by Colin Kaepernick (see case study).

Indeed, it has been a busy month for Nike in terms of leveraging its athlete ambassador stable and this work follows hot-on the-heels of its recent Mo Farah fronted work leveraging the 2019 London Marathon and promoting the new Nike ZoomX Vaporfly NEXT% (see case study), its striking animation bidding adieu to Dallas Mavericks loyal legend celebrates Dirk Nowitzki on his NBA retirement after 21 years (see case study) and its low latency social spot in tribute to Tiger Woods’ resurgent Masters win (see case study).