Nike preps sports superstars in infancy, for an ‘Unlimited Future’

 

Nike has launched a 60-second spot conceptualised by Wieden + Kennedy Portland online, and on the brand’s social-media channels.

 

The film, set in a large room full of babies in cradles, features American actor Bobby Cannavale (Vinyl, Will & Grace) delivering to them an inspiring ‘changing room’ speech. 

 

Labels on the cradles reveal that the listeners are infant versions of sports superstars Neymar Jr., Serena Williams, LeBron James, Mo Farah and Zhou Qi.

 

Cannavale’s speech leads up to the key message: “You don’t decide how the story begins, but you do get to decide how it ends.” Nike signs off with the supers ‘Unlimited Future’ and brand tagline ‘Just Do It’.

 

The film leads viewers to a page on the Nike website that asks users to pick their country, and thereafter create a Nike+ account. The Nike+ platform allows users to view all their activity, get personal coaching to help reach goals, and connect and compete with friends.

 

Credits

 

Brand: Nike

 

Agency: W+K Portland

Global creative directors: Alberto Ponte, Ryan O’Rourke

Interactive director: Dan Viens

Executive producer: Matt Hunnicutt

Copywriter: Josh Bogdan

Art director: Pedro Izique

Agency producer: Erin Goodsell

Digital producer: Patrick Marzullo, Keith Rice

Strategic planning: Andy Lindblade, Nathan Goldberg, Reid Schilperoort

Account team: Chris Willingham, Alyssa Ramsey, Corey Woodson, Anna Boteva, Carly Williamson

Production company: Superprime

Director (film): Damien Chazelle

Executive producer: Rebecca Skinner

Head of production: Roger Zorovich

Line producer: William Green

Director of photography: Rodrigo Prieto

Production designer: Melanie Jones

Casting: Dan Bell Casting

 

Editorial company: Exile

Editor: Eric Zumbrunnen

Assistant editor: Dusten Silverman

Post producer: Brittany Carson

Executive post producer: Carol Lynn Weaver

Head of production: Jennifer Locke

 

VFX

 

VFX company: The Mill

2D lead artist: Adam Lambert

2D artists: Joy Tiernan, Jason Bergman

Matte painting: Rasha Shalaby

VFX producer: Alex Bader

VFX coordinator: Samantha Hernandez

Executive VFX producer: Enca Kaul

Shoot Supervisors: Phil Crowe, Tim Rudgard

 

Color company: The Mill

Colorist: Adam Scott

Executive Producer: Thatcher Peterson

Color Producer: Diane Valera

 

Original music

 

Music company: Beacon Street Studios

Composer: John Nau

Executive producer: Adrea Lavezzoli

Music company: Walker

Composer: Frédéric Chopin

Track name: Bereceuse, Op. 57

Arranger: McKenzie Stubbert

Executive producer: Sara Matarazzo

Senior producer: Abbey Hickman

Music coordinators: Jacob Piontek, Marissa Hernandez

 

Licensed music

 

Artist: Santigold

Track name: “Kicking Down Doors”

Music supervision: Walker

 

Sound design

 

Sound design company: Barking Owl

Sound designer: Michael Anastasi

Creative director: Kelly Fuller Bayett

Producer: Ashley Benton

 

Mix

 

Music/Sound/Mix company: Lime Studios

Audio mixer: Rohan Young

Audio assistant: Ben Tomastik

Executive producer: Susie Boyajan

 

(This article first appeared on CampaignLive.com. With inputs from Campaign India.)