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
Nike - Footlocker, would you defy the rules?