Seattle Seahawks quarterback and Nike athlete ambassador Russell Wilson fronts a new commercial promoting the launch of the new Nike Alpha Menace II Player Edition cleat called ‘Winner Stays’.
As well as starring in the spot, Wilson’s West2East Empire production team created the campaign.
The initiative’s objective was to generate excitement around the shoe launch and to connect it to youth football.
To maximise authenticity, all aspects of the spot – from casting, to location scouting, shooting and creative direction – were created ‘on spec; and did everything
After it’s production, West2East and Wilson also worked in tandem with Nike on the release.
The idea was to tie the campaign to the player’s Russell Wilson Passing Academy – a camp for kids aged between 8 and 17.
The ad features a group of kids sneaking onto a construction yard dirt lot to play a game of flag football.
After one believes he’s scored, he finds himself called back by a girl who grabbed his flag at which Wilson enters the game blowing a whistle.
The kids gather round and Wilson says “I got next”, to which the kids reply “Winner Stays.”
The cleat itself is featured in both the in-game action shots and in product cutaways.
Behind the scenes video posted on Wilson’s own channel
The hero spot is supported by a behind-the-scenes online video with supporting content linked through the hashtag #MakeThemNotice.
The campaign was created for Nike Football by production company West2East Empire.
The Creative Director was Daniel Mogg, the director was TK McKamy, the producers were Vic Wise and Brent Madison, the Director of Photography was Jon Chema, the Tyco Car Driver Ryan Haug, the Tyco Car Op Corey Koneniec,1st AC was Keith Hudson, 2nd AC/Editor Assistant was Adam Gatdula, the Location Sound Mixer was- Dayana Capulong, the Gaffer was Cole Pisano and the Key Grip was Casey Schmidt.
The team also included G&E Swing Rachel Weinkauf, Production Coordinator Kristina Capulong, Editor TK McKamy, Lead VFX Artist Joel Robertson (Fourth Crown), VFX Assistant Richard Adam Jones (Fourth Crown) and Compositing Kyle Deetman.
The Color House was RKM Studios, the Colorist Ryan K McNeal, the Post Sound Mixer was Cody Twitchell @ Fives, with original music by G Yamazawa ‘North Cack’.
Comment:
A fine example of the 360 nature of the rise and rise of player power.
Not only are they increasingly controlling their own media channels and are increasingly able to create and curate their own work, but their own production companies are even teaming up with the biggest beasts on the sports marketing landscape.
The balance of power is a’changing.
Links:
Nike
https://www.instagram.com/nike/
https://www.youtube.com/user/nike
West2East Empire
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