Crois pas qu’on dort
The challenge
Our creative partners Pi Studios produced a 4 year documentary “Crois pas qu’on dort,” following elite Paralympic hopefuls as they prepared for the Paris games. Nike asked us to create awareness and drive ticket sales, while cementing its place as this generation’s defining underdog story. To succeed, the campaign needed to resonate widely with young Parisians ensuring CPQD became not just a film, but a cultural moment.
Our approach
We focused on uncovering the most exciting and relevant stories within the film and transforming them into social-first content. Collaborating with film talent, Nike athletes, and community voices, we brought these stories to life in formats designed for maximum cultural resonance. To amplify impact, we partnered with social platforms and creators who could authentically connect with our audience. Our creator strategy began by identifying the documentary’s core themes and translating them into clear content hooks. This framework guided both idea generation and creator selection, ensuring every piece of content aligned with the film’s narrative and audience interests.