Never Done Evolving Feat Serena
- Brand:
- Nike
- Agency:
- AKQA São Paulo
2023FilmVideo · YouTube
Timeless principle
Use technology to create a question fans genuinely want answered.
The idea
Use artificial intelligence to simulate matches between Serena Williams at different stages of her career.
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.
