DUBAI: For Nike’s first Saudi campaign “What If You Can?” the US athletic brand collaborated with acclaimed Saudi filmmaker Haifaa Al-Mansour.
Shot in Riyadh, the film aims to inspire young girls in the Kingdom to try sporting activities, and Al-Mansour brought a level of craft and authenticity deeply rooted in Saudi culture to the project, as she has done throughout her career. Her groundbreaking debut feature, 2012’s “Wadjda,” which premiered at the Venice Film Festival, was a love letter to the young girls of Saudi Arabia.
“I really feel a responsibility to try and represent the world I grew up in as authentically as possible to audiences at home and abroad. I want to start conversations at home about issues that are important to us, while at the same time providing a window to our world to people who have never had access to it before,” Al-Mansour tells Arab News.
“I think it is very important to make a film that shows international audiences what life is really like in Saudi Arabia, as there are very few opportunities for them to see it otherwise. Even with ‘Wadjda,’ I heard from a lot of foreign audiences that were surprised by how strong and sassy Saudi women actually are. There is this perception that we are weak and shy and afraid of the world, and that we are just victims, resigned to the limited, restrictive circumstances of our culture. It is so not true. Saudi women are so tough, feisty, funny, and way more savvy than most people realize. I hope this (Nike campaign) further captures the fire and bravery of women from my country. Telling their stories is the honor and privilege of my life.”
Her work on the new campaign reminded Al-Mansour just how dramatic the changes in the Kingdom have been over the past decade.
“It was incredibly difficult to make a film in 2011. People were still very hesitant to embrace any public form of artistic expression,” she says. “Film, especially, was seen as taboo, and the idea of opening theaters had become a red line that most of us thought would never be crossed. Of course, now everything is different.
“For my first film I couldn’t work with the men in public, so I had to direct from a van,” she continues. “Being allowed to mix with my crew and be fully immersed in this production was amazing. It was also very exciting to have so many enthusiastic young Saudis working on the set. They are the future of the industry, and to see them giving their all was very special for me. We have a long way to go in building local expertise, but the enthusiasm is there. It’s an exciting time to be a Saudi filmmaker.”
For Al-Mansour, the Nike ad campaign is a natural extension of her work as a filmmaker.
“It feels like a dream to shoot a commercial encouraging Saudi women to participate in sport, with an all-female cast, in Saudi Arabia. While I love working in the West, there is a much deeper sense of pride and emotion for me when taking on projects shot in KSA. I feel such a strong connection to this story and these issues, it is very emotional for me,” she says.
Al-Mansour credits her parents for her creative spirit. “My father was a poet and philosopher who thought far beyond the borders of the tiny town he was from. And my mother is a free spirit. They never listened to people who criticized their way of life, and never limited opportunities for their children. It is incredibly brave to stand up for what you believe in, and neither of them ever backed down,” she says.
As for her legacy, Al-Mansour hopes to “encourage women to always push boundaries and look for new opportunities. I want to make films that show people adjusting to change and struggling through it the way we all have to. It isn’t easy for anyone. If I hear that this project encouraged someone to go out and try a sport for the first time, not knowing if they would even be able to do it, that would be the most rewarding thing I can imagine.”
