Mackenzie Sheppard directs a brilliant promo for Japanese pop outfit Atarashii Gakkou.[Woo! Go!] is a music video made for Nike to launch NIKE JUKU, a new program to improve the physical, emotional and mental health of students in Japan, who are under so much pressure to perform that they notoriously attend cram schools (“juku”).The video opens with a classroom full of students all exhausted and struggling to stay engaged, before the girl group crash the venue with a choreographed performance which provides a moment of clarity and pause. It's over the top in the best way, and feels very organic in its presentation, despite the offbeat nature of the vignettes. Unique, distinctive and for a good cause - what more can we ask for?
Rob Ulitski - 28th Apr 2022