My research essay was entitled 'An investigation into the contrasting representations of men and women in Nike advertising campaigns. Through my research, I explored the representations of gender in sports campaigns and found that broadly, women are represented as the 'subordinate sex', a product of dominant ideologies and often highly sexualised.
Informed Creative Thinking
I wanted to change the view of women in sports and therefore set out to create a subversive campaign that represented women as strong and capable in sports. I created the brand 'PULSE' and the campaign '#BePrimal' and put together a TV advert and three print adverts that used an animalistic theme to represent women as powerful athletes. I wanted the adverts to be aspirational to the audience by presenting the athlete as strong, using a motivational well-known soundtrack and supportive phrases.
The final product was an edgy TV advert that highlighted the various ways women could use these new 'performance wear leggings' and encouraged women get involved in sports and be strong! Please take a look at the final campaign pieces below...
I'm proud to announce that my TV advert won the 'Best Moving Image' award at my A-Level award evening and my print adverts were nominated in the 'Best Print Work' category.