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

Watch the film conceptualised by W+K Portland here

Jul 26, 2016 04:29:00 AM | Video | Campaign India Team Share - Share to Facebook

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.
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
Media/ comms planning: Danny Sheniak, John Furnari, Brian Goldstein, Jocelyn Reist
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 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
Music/Sound/Mix company: Lime Studios
Audio mixer: Rohan Young
Audio assistant: Ben Tomastik
Executive producer: Susie Boyajan
(This article first appeared on With inputs from Campaign India.)


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