Ronaldo vs. Ronaldon't

  • Nicole Chen
  • Rob James
  • Adrian Stannard
  • Harjeet Mander
  • Joseph Davies

We’re all guilty of negative thoughts. Cristiano's no different. But how did he turn doubt into confidence and success? To kick off the FIFA 2018 World Cup, we collaborated with Nike Football to create the “Believe” campaign. Leading it, were three short films about Cristiano Ronaldo’s unerring positivity, manifested through the two voices battling in his head – RonalDO and RonalDON’T. We interviewed Cristiano to uncover key moments of his life and the internal conflict that shaped his career. Shared by the man himself to his 133mil fans, the first video was viewed over 6mil times. It was also featured on websites such as Hypebeast, Soccerbible, Sportquake and Huh magazine.

Creative Director: Toby Burnett​

Associate Creative Director: Adrian Stannard, Alvin Helmandi

Art Director: Nicole Chen

Copywriter: Rob James, Harjeet Mander, Joseph Davies

Production: Psyop

Project Tags


  • AKQA logo


    • Design
  • Nike logo


    • Fashion and Textiles