"The Real Girls of Moscow" challenged Russian doll stereotypes by celebrating Moscow's feminist athletic revolution through 10 trailblazing women redefining strength and self-expression. Strategic pivot: Diverged from comedic global campaign tone to deliver raw, authentic storytelling that resonated in a patriarchal culture. Executed through multi-format takeover—films scored by female-led band Glintshake, giant murals, GIFs spotlighting elite local athletes, and hundreds of posters amplifying real girls' social posts across the city. The locally-rooted approach seeded Nike Women's future regional campaigns. All content filmed and photographed by Carlos Serrao.
Headline below - "We stand taller without heels."
Headline: "No glitz, just gold."
