Alex Roca—Dream Crazier
In a series of portraits under the Just Do It mantra, we share athletes' stories that add new dimensions to ‘Dream Crazier'. Ever since he was a kid, Alex Roca’s Crazy Dream was always there. At first, doctors said he was crazy to even walk. Now he’s training to become the first athlete with cerebral palsy to finish the 600km Titan Desert Race, one of the toughest races on the planet.
Working closely with Alex, we captured his relentless training and preparation for the Titan Desert. The campaign launched with a film that showed the world what was at stake, highlighting a year's journey to prepare for his comeback. Then—as Alex started the 6-day race—we captured content that celebrated the highs, the lows, and finally, the triumphant return to the Titan Desert.
Launched on the global Nike channels, athlete channels and sport partners, the powerful and inclusive message of Alex’s dream created an instant impact. Over 3.5 million people watched the film, generating incredible messages of support for Alex and Nike.