Summary
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?
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