New Icons: Dina Asher-Smith

For this piece, part of Nike’s New Icons series, we partnered with R/GA to spotlight sprinter Dina Asher Smith - the fastest British woman in recorded history. The client wanted to tell Smith’s story through the lens of an innovative, emerging filmmaker. In this case it was Ruth Ossai, whose aesthetic pushed the boundaries of the conventional sports commercial. Ossai is a Nigeria-raised, West Yorkshire-based photographer and director. Her work is influenced by Nigeria’s famous traditional studio photography, as she uses striking backdrops and floor mats – such as astroturf or parquet flooring patterns – for her models to pose with. We also brought on a secondary photographer, Sophie Jones, to capture images that broke the fourth wall and added dimension to the piece.

Production was a challenge, given COVID-19 restrictions and lockdowns in London. We had only two weeks lead time, and only two hours with the talent. The result was a forward-thinking piece with a gut-punching visual style and deep, grainy textures. We’re especially proud that we were able to elevate two groundbreaking women at once with this project, both on the track and behind the camera.