In July, while Team USA’s basketball squads were across the pond tearing it up on their way to gold medals, Nike Jordan’s #riseabove hashtag was trending on the twitterverse. The campaign launched in early July and focuses on a series of short documentary films highlighting young athletes who overcome adversity. The premiere video, “#RISEABOVE EXPECTATIONS”, is a Seedwell-produced short that has already garnered over 400,000 views!
“Expectations” is a vignette that focuses on one of the main characters (Laylan) from the film “Salaam Dunk,” a documentary feature about an Iraqi women’s basketball team directed by Seedwell’s head of production, David Fine. Working with Rise Above’s theme of athletes overcoming obstacles, “Expectations” tells the tale of AUIS team captain Laylan and the cultural challenges she faces in realizing her dream to become a basketball player.
We at Seedwell are proud to be part of Nike Jordan’s Rise Above campaign and to be given an opportunity to further spread Salaam Dunk’s message. Here’s the video – tell us what you think!