Just Do It: Caster Semenya
Celebrating the tenacious spirit and strength of an athlete who is breaking down barriers
‘Just Do It: Caster Semenya’ celebrates the tenacious spirit and strength of the athlete who is breaking down barriers and writing her own story. We get a sense of that tenacity in the campaign film as it charts the runner’s journey to become elite, and the pivotal moments that shaped her into the athlete she is today.
“We all have purpose, and I believe that each of us has an assignment we’re here to complete.” The sage words of two-time Olympian and middle-distance running force Caster Semenya.
We teased the launch of the campaign with a typographic GIF on Nike and Caster’s social channels stating ‘I AM CASTER, I AM FASTER’ and a double-page print in South Africa’s largest Sunday Newspaper. Then, on the weekend before what was to be Caster’s last race, we launched a 60-second film on South African television, directed by AG Rojas. While a longer version was released on Nike’s global YouTube channel.