Nike
Own the Floor
The Problem
We partnered with Nike, in collaboration with Rebel Sport, to create a dance film as part of Nike’s Own the Floor campaign, a nationwide series celebrating dancers across Australia.
The brief was to create a powerful, story-driven film that went beyond movement, capturing what it truly means to Own the Floor through the lens of an individual dancer.
Nike needed content that:
Felt culturally grounded and deeply personal
Reflected Nike’s ethos of athletic performance and self-expression
Positioned dancers not just as artists, but as athletes
Connected emotionally while remaining globally on-brand
The Strategy
We developed and directed a cinematic dance film that was shot across two powerful locations:
The Sand Dunes: representing ancestry, culture, and grounding
The Dance Studio: representing discipline, training, and performance
Through movement, voice, and environment, the film explored:
Gina’s connection to her Egyptian roots
The intersection of artistry and athleticism
Dance as both personal expression and physical sport
Every creative choice reinforced Nike’s belief that great athletes come in many forms.
Impact
✔ Strong engagement across Nike’s social media channels
✔ A culturally rich addition to the Own the Floor campaign rollout
✔ Elevated representation of dancers within sport culture
✔ High-performing video and photography assets for social use
The campaign resonated because it felt real, powerful, and human.
FLYING ART STUDIOS®
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