In the lead up to Wimbledon 2022, we created a mini documentary for the ‘What Are You Working On?’ global Nike series on Emma Raducanu. We wanted to show a different side to the teenage tennis superstar, who was going through the journey of trying to let go of her innate perfectionism.

Shot in her hometown of Bromley, South London, this editorial campaign embraces a new way of telling stories about athletes to younger audiences. It was one of Nike global’s most viewed and share long-form videos of the year, building Gen Z audiences.

Directed by Pip & Lib, with stills photography by Laura Allard-Fleischl. Produced by baddie Kate Duncan, who I think feels most comfortable with a walkie talkie in her hand.