COMMERCIAL WORK
New Generation Award (2024)
COMMERCIAL WORK (New Generation Award)
JPG
VIMEO
3m:19s
Nike - Ajumma Energy - Nike
Filmakademie Baden-Württemberg GmbH
Winner
| 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. |
