Cannes Lions

Nike’s AI Serena Williams Match Wins Grand Prix in Digital Craft at Cannes

Microsoft wins for Design, Kendrick Lamar takes Film Grand Prix and Japan Railway wins Industry Craft

Serena Williams plays earlier versions of herself in a campaign that won a Grand Prix for Digital Craft at Cannes Lions.Nike/AKQA Studios
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By Kyle O’Brien

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Serena Williams may have stepped down from the tennis world, but the power of her brand and the passion and integrity of her spirit is strong enough to evolve with her. Williams’ post-tennis campaign from Nike, “Never Done Evolving” captured the Digital Craft Grand Prix at the Cannes Lions International Festival of Creativity today.

Nike, with AKQA studios in Melbourne, Portland and São Paulo, used AI to travel back in time to create a match-up between Williams from her first Grand Slam at the 1999 U.S.

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Kyle O’Brien

Kyle O’Brien is a staff reporter for Adweek and editor of AgencySpy.

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