Directed by Jake Scott of RSA, Los Angeles, "Move" connects more than 20 different sports via common human body movements. Through the spot, the camera tracks each athlete; the edits cut from one jock to the next, transitioning when they share similar body positions. Copywriters on "Move" were Mike Byrne and Kash Sree; creative director Hal Curtis art directed, working with creative director Carlos Bayala and agency producer Vic Palumbo. Teresa Lutz handled business affairs for W+K. Adam Pertofsky of Rock Paper Scissors, Los Angeles cut "Move;" Max Malkin was DP.
The spot begins with a teen sprinting into the suburban setting, then looking back over his shoulder, a move which triggers the move-to-move athletic oneness communicated by the spot. Both Nike-sponsored and amateur talent demonstrate the commonality of athletics; some Nike athletes featured in the spot include A.J. Mleczko, Landon Donovan, Luis da Silva, Jr., Vince Carter, Lottie Aston, Savante Stringfellow, Barrett Christy, Picabo Street, Apolo Ohno and Lindsay Davenport. Sports played include gymnastics, skateboarding, base jumping and Frisbee.
"The idea is sport is a shared experienced. You can be a professional athlete like Vince Carter or a peewee football player and it doesn't really matter. We wanted to demonstrate that why and how you move translates from sport to sport and athlete to athlete," says Curtis.
"Our intention was for it to be a celebration of all the different kinds of sports and athletes. Nike is perceived as a core sport brand for football, basketball, baseball and soccer. Showing other sports and stretching that is a good thing strategically."
The spot was filmed in California and Colorado. Curtis describes the spot as "difficult to execute."
"When you look at the spot you'll see scenes hook up perfectly, and as it flows, you understand the point. Further in, it loosens up and we are not as literal. It's more about shared movements as opposed to body positions."
Byrne, one of two copywriters, says the creative team avoided the now cliche slow motion sports footage for fast paced real time shots; the hectic rate of transitions is broken up by longer sequences including a base jump and an elaborate triathlon scene; similarly some of Byrne's own video game golfing technique found a home within the spot.
"I am really happy with it. The spot really starts picking up and then you get lulled into the transitions. Also, we came across music that actually supported the transitions. For a while we looked at music that punctuates the visuals," says Byrne. "When we got a nice cut together, we tried other music on that . [Jonathan Elias] wrote this piano piece that carries it along and kind of reminds me of the theme from Chariots of Fire."
"Move" was the culmination of a seven-day shoot and will ultimately be cut into 60 second and 30 second commercials.
"We told Nike that there should be some eight-year-old kid in Biloxi Mississippi who wants to be a dancer and watches this spot and feels they have something in common with the football player," says Byrne. "It was a simple ambitious idea and we had all the right people together so it came out really well in the end."
Also on tap on the post production front was Santa Monica's A52; the A52 team included producer Leighton Greer, Inferno artist Patrick Murphy and Flame artist Cari Chadwick.
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•CSI CREATOR ANTHONY ZUIKER TO KEYNOTE BOARDS CREATIVE WORKSHOP IN LA> Save the date - Sept. 18 - as it marks the first appearance of the inspiration-packed Boards Creative Workshop series in Los Angeles. Among the highlights will be a keynote presentation from Anthony Zuiker, creator and executive producer of the hugely popular CSI franchise, who will explain how to effectively create a brand experience through cross-platform storytelling. Sponsored by Human, Wiredrive, Raleigh Film Studios and Digit, the LA edition of the popular BCW series will touch down at the gorgeous Freud Playhouse at UCLA. The half-day event, chaired by Deutsch LA president & CCO Eric Hirshberg, promises an afternoon of insight and illumination into the state of creativity today. Click here for more info. •SETH MACFARLANE ANIMATES FOR BURGER KING> Burger King's endearingly creepy mascot The King is about to get a lot... creepier. The New York Times reports that Seth MacFarlane has animated three spots for the fast food giant to run as pre-roll ads before the Family Guy creator's "Cavalcade of Cartoon Comedy" for Google's AdSense
advertising system. Produced through bicoastal prodco Media Rights
Capital, the spots will begin airing in September before 10 different
"Cavalcade" episodes. In June, Google announced a landmark deal to
create "Seth MacFarlane's Cavalcade of Comedy", a series of 50 original
shorts to be distributed via web advertising as video clips rather than
static banner ads. •LONDON AGENCIES TO CREATE LIVE ADS FOR '09 BRIT AWARDS> British broadcaster ITV has asked London's top creative agencies to pitch on an ambitious project that will see them create four ads to be filmed and broadcast live during the Brit Awards. The agencies selected will write, cast and produce the spot for whichever one of their accounts they wish for the four :60 slots. The ads will then be filmed and broadcast live from Pinewood Studios during the show, which was watched by seven million viewers last year. To read more, click here. •CHEMICAL BROTHERS TEAM WITH GOOGLE EARTH>To promote the release of their greatest hits compilation Brotherhood,
British dance act The Chemical Brothers will use Google Earth to create
a music video for their latest single, "Midnight Madness". The band
posted a brief online asking filmmakers to create a two-to-20 second clip inspired by
"the insanity that goes on at the stroke of midnight and related to the
specific point of origin", upload it to Google Earth and tag it to its
exact location by August 25. The final video, which will be produced by
London's Nexus Productions, will premiere on September 1 via a Google
Earth channel and on The Chemical Brothers' YouTube channel. |
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