We Believe In The Power Of Love


#WeBelieveInThePowerOfLove is the latest campaign of Nike’s collaboration with Riccardo Tisci. The film is directed by Luca Finotti & SÄMEN, the direction of photography is by Mauro Chiarello and the production is by Section80.

Taking a step away from conventional sportswear commercials and in the absence of a linear storyline, the film focuses on young people in varying stages of relationships and comprises real images, live action footage and glitch with 3D illustrations by Hamburg-based designer Antoni Tudisco.

Luca Finotti’s director’s cut, is an alternative extended version of the official film exploring the concept of equality and love, in a sequence of exquisite abstract scenes set to the music of CVL† SH‡† (ßƟD¥ ßΔGƵ).


Luca Finotti, was born in Pavia on the 25th of May in 1986. Although to the general public Luca Finotti is known as a director, a fashion artist and a fashion photographer, he is not: Luca Finotti is a communicator. After studying economics at Bocconi University in Milan followed by a Master in marketing, he graduated a directing course in New York at the prestigious New York Film Academy at the young age of 23. In October 2006, after only two months of university, Luca’s work was published online on social networks, which was then immediately noticed by Italian fashion houses who proudly called the young talent to direct their fashion film launching Luca Finotti’s career internationally.

All images © Luca Finotti / #WeBelieveInThePowerOfLove // Nike // R.T. // Director’s Cut

One Comment

  1. Your reviews are always fascinating.

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