Never Done Evolving Feat Serena
Brand: NikeAgency: AKQA São Paulo2023FilmVideo · YouTube
The idea
Use artificial intelligence to simulate matches between Serena Williams at different stages of her career.
Timeless principle
Use technology to create a question fans genuinely want answered.
Why it works
The speculative match turns career data into a live argument about growth, adaptation and greatness. Technology serves the sporting fascination rather than becoming the subject. Nike celebrates Serena’s evolution by making her only credible rival another Serena.
