Nike #betterforit by W+K Portland

Watch the film conceptualised by Wieden + Kennedy Portland

Apr 15, 2015 07:00:00 PM | Video | Adam Olson

Nike's new multimedia campaign by longtime partner Wieden + Kennedy Portland is its largest initiative to date focused on women.
The video "Inner Thoughts" is part of a larger effort called #betterforit to push women to test the limits of their fitness activities. The ad features several women at a yoga studio or at the gym. We hear their inner dialogue and doubts.
"Oh good, a bunch of models right in front of me," says one woman at the gym. "I can't," says another in a marathon. The video shows that by pushing limits, the doubt of "I can't" becomes "I can."
Client: Nike
Creative agency: Wieden + Kennedy Portland 
Creative directors: Alberto Ponte / Ryan O'Rourke / Dan Viens
Copywriter: Heather Ryder / Darcie Burrell
Art director: Patty Orlando
Producer: Molly Tait / Julie Gursha
Executive sgency Producer: Matt Hunnicutt
Interactive strategy: Jocelin Shalom
Strategic planning: Tom Suharto / Irina Tone
Media/Comms planning: Emily Dalton / Destinee Scott / Emily Graham
Account team: Karrelle Dixon / Alyssa Ramsey / Marisa Weber / Jim Zhou
Business affairs: Anna Beth Nagel
Executive creative directors: Mark Fitzloff / Joe Staples
Production company: Iconoclast
Director: Matthew Frost
Executive producer: Charles-Marie Anthonioz
Line producer: Caroline Pham
Director of photography: Darren Lew / Joost Van Gelder
Editorial company: Rock Paper Scissors
Editor: Angus Wall ("Inner Thoughts" :60 and :30) / Grant Surmi (:30/:15s)
Post producer: Jared Thomas
Post executive Producer: Angela Dorian
VFX company: A52
VFX supervisor: Jesse Monsour
Flame artist: Brendan Crockett / Matt Sousa / Steve Wolf / Dan Ellis / Richard Hirst
VFX producer: Jamie McBriety
Color: Paul Yacono
Music supervision: Nylon Studios
Artist: Apollo 100
Track: Joy
Sound designer: Barking Owl
Mix company: Lime Studios
Mixer: Matt Miller / Dave Wagg
Producer: Jessica Locke / Susie Boyajan
(This article first appeared on