Kids have dreams and aspire to great things. But sometimes, the raised eyebrows of concerned parents get in the way of children pursuing their dreams. The brief was to create the feeling of a cultural revolution led by kids: a cry for the right to play sports.

The film’s objective is twofold: propel children to pursue their athletic dreams, while giving parents an unique insight into what children are up against while doing this. The film creates an atmosphere and aesthetic of jubilant defiance. It inspires kids to get in on the action. For parents, it’s an invitation to understand their children’s point of view. Ultimately, delving into the fantasy of childhood aspiration, the film is a celebration and a motivational manifesto.

Vibrancy and imaginative energy is at the core of Nike Kids. So the directing approach is to keep the film consistently fresh while giving each vignette its own aesthetic signature to reflect the kids' personalities. Cameras on dollies, cranes, steadicams and MoVI along with hyper-lapse filming create visual coherency, taking viewers on a journey through time and space. The film has a sense of seamlessness and continuity that dovetails from scene-to-scene. Whether skatepark or sandlot, locations feel cinematic and grandiose - showcasing iconic, recognisable and anonymous spots in Dubai.

As noted above, the casting challenge was to find child performers proficient at sport, spoke Arabic and can act. Visually the camera needed to be consistently clever, finding exciting and impressive ways to navigate the scenes, building momentum to the sandboarding superstar’s final declaration: This won’t get me anywhere in life. But what if it does?