Pressure is part of the sport. So is the weight.
"The Weight" is a spec ad for Nike, so a film with no client and no brief. The starting point was an observation: everyone sees the performance, nobody sees what it costs. That invisible weight athletes carry with them before they even walk onto the field is what I wanted to make visible.
I built the film as a pure concept piece and combined classic storytelling with AI-assisted visuals. That let me build shots that would fail on budget or logistics in a normal production, and still keep full control over rhythm, colour and sound. What came out is 80 seconds that feel like a brand and not like an exercise. For me the film is proof that a strong idea does not wait for a budget, and for clients it is proof that I carry a concept even when nobody hands me one.
