A simple idea, well-executed. That’s what Wieden + Kennedy Portland’s stunning new Nike commercial is.
It is compiled completely from from archival footage with a split screen motif that stuns in it’s seamless continuity.
Pulse Films director Oscar Hudson, Joint editors Peter Wiedensmith and Jessica Baclesse—researched 4,000 sports action sequences and chose 72 of them to combine into 36 split-screen moments, where the action on both sides appears to meld into one.
The message? The unifying power of sport, when Covid still hangs over all professional sports along with the pursuit of a truly equal playing field.
The voiceover is by Megan Rapinoe who is herself featured along with everyday athletes and stars like LeBron James, Naomi Osaka, Eliud Kipchoge, Caster Semenya, Cristiano Ronaldo, Giannis Antetokounmpo, Serena Williams, Colin Kaepernick and Kylian Mbappé.
“Players may be back on the pitch, but we are not going back to an old normal. We need to continue to reimagine this world and make it better.
“We have all these people in the streets, using their voices, and those voices are being heard. I ask people to be energized by this moment and not let up. I believe it’s everybody’s responsibility to advocate for change.”
(MUSIC: Cowboys in Japan, Daylight; via Muse By Clio)