Director's Works
Nike x IOC Refugee Team, Watch Where We're Going Vellas
After starting his career as an art director for advertising agencies Vellas made the transition from directing title and motion graphics sequences to narrative filmmaking. Vellas broke onto the main stage in 2013 with “Soul,” a black and white short film for the legendary photography brand, Leica. The project won several awards at the Cannes Lions D&AD Awards, the Clio Awards, and Ciclope Festival and was selected to be part of Saatchi & Saatchi’s New Directors’ Showcase. Vellas has gone on to work with prestigious global agencies and brands, including Ubisoft, Leica, Ford, Citroen, Mitsubishi, Renault, and Remy Martin. “#shutupdeath” for the French medical humanitarian organization Médecins du Monde earned multiple industry awards, including a Bronze Film Craft Lion. He has also directed the second season of “Arcanjo Renegado”, one of the most successful TV shows in Brazil, and the third season of “Dom” again for Amazon Prime Video. As a filmmaker, Vellas enjoys shooting complicated action sequences and integrated VFX, but also values minimalist storytelling, particularly when paired with his signature gritty and visceral directing style.
Given the current cultural climate, 'Watch Where We’re Going' feels more relevant than ever. It was crucial to tell a story that not only highlights the hope and tenacity of these refugee athletes but also acknowledges the hurdles they’ve overcome. We wanted to reframe the narrative around the question, 'Where are you really from?'—a question too often used to undermine and pigeonhole. It was about giving a voice to athletes who are so often seen only through the lens of their pasts. The direction was never about where they've been—it was about where they're headed. Working with athletes from Cameroon, Iran, Ethiopia, and Kenya came with its own set of challenges—limited travel options, tight training schedules, and the immense pressure of their preparation for the Olympics. But it was in those moments of adapting and pivoting that we found the heart of the campaign. Every shot, every movement was crafted to capture that spirit of resilience and determination. It’s a message that transcends sport and taps into a universal experience. This campaign doesn’t just look back; it sparks a change, pushing us all to consider where we’re headed next. It’s a powerful, universal message about redefining who we are and where we’re headed. It’s about turning a question that has held people back into a statement that propels them forward.