COMMERCIAL WORK (New Generation Award)

Nike - Ajumma Energy - Filmakademie Baden-Württemberg GmbH - Nike JPG
Nike - Ajumma Energy - Filmakademie Baden-Württemberg GmbH - Nike JPEG
Nike - Ajumma Energy - Filmakademie Baden-Württemberg GmbH - Nike VIMEO 3m:18s

Nike - Ajumma Energy - Nike
Filmakademie Baden-Württemberg GmbH

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Nike - Ajumma Energy - Nike - Filmakademie Baden-Württemberg GmbH

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Title of Piece: Nike - Ajumma Energy
Client/Brand: Nike
Production Company: Filmakademie Baden-Württemberg GmbH
Director(s): Sandro Rados
Producer(s): Niklas Straub, Sandro Rados
Agency: -
DoP: Konrad Losch
Instagram Tag: @sandrorados, @konradlosch, @filmakademie_bw, @heystraub
Short Synopsis: After Jungmin is kicked off the baseball team, her friend on the sidelines draws her attention to the energy of Ajummas (a Korean term for older women). Jungmin repeatedly encounters the women in her everyday life.

After observing them for a while, she decides to follow them and try to discover the secret of their energy.

With this film, we want to challenge the negative stereotypes about Ajummas and give them the spotlight they deserve.
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