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Nike Footlocker

I am the Rules


Nike has kicked off their newest campaign in style with help from teammates Wieden+Kennedy London, directors Alex and Liane and Factory Films.

'Nike Footlocker - I am the Rules' previews one of Nike's newest Air Max 90s, and presents an alternate take on this iconic design. Starring a host of athletes, famous for their fearless attitude to their art, the vibrant 60 second spot presents bold statements such as, 'Defy Expectation', 'Defy Prejudice' and 'Defy Stereotypes' - an ethos Nike has clearly adopted for this ad.

Putting in the boot for the first time at The Mill, directors Alex and Liane had a clear vision for a theatrical take on sport. The pair have created an almost performance like sequence. Defying the rules, a boxing glove turns into a red spotlight  on  a lone breakdancer and also image projection on a female athletes to name a few.  Lead 2D artists Adam Grint and Gareth Brannan created the seamless visual effects whilst colourist James Bamford worked closely with the Directors to give the spot its edgy and colourful grade.

Nike - Footlocker, would you defy the rules?



  • Agency: WK London
  • Producer: Ryan Chong
  • Creatives: Karen Jane


  • Production Company: Factory Films
  • Director: Alex & Liane
  • Executive Producer: Jon Adams


  • Editing Company: Final Cut
  • Editor: Frank Ginger

Post-Production / VFX

  • Post-Production / VFX Company: The Mill
  • VFX Producer: Chris Batten
  • 2D Lead Artists: Adam Grint & Gareth Brannan
  • 2D Artists: Richard Roberts
  • Assist: Siro Valente
  • Colourist: James Bamford
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