The launch campaign promoting Nike Football’s new Mercurial Dream Speed 3 boot features iconic moments from athlete ambassador Cristiano Ronaldo’s trophy-laden career.
Charting the Portugal and Juventus forward’s journey from Portugal to England and then to Spain and Italy, it suggests that Ronaldo always had big dreams and accomplished them sprint by sprint and goal by goal.
The spot takes the viewer behind the Mercurial Dream Speed 3 to discover just how the boot enables CR7 achieve at dream speed.
The creative, which tells the story of Ronaldo’s most iconic moments through a free-flowing, hand-painted animation technique blended with a remote shoot in Turin and London, also features the next generation of athletes following in Ronaldo’s footsteps.
Rolling out across the brand and the player’s digital channels from 4 October, the spots social statistics 48 hours after it was posted clearly demonstrate the brand/player balance of power when it comes reach.
Within two days of its launch the video had notched up 21K views on Nike Football’s YouTube channel and 521k on its Instagram feed, whilst it had been watched by a staggering 7.4m on the player’s own Instagram.
The mixed media spot set out to bring speed to life and is the result of a collaboration between Dirty Robber director Caleb Woods and animation director Richard Swarbrick.
The campaign was created for Nike Football Creative Director Adriano Furtado, Narrative Director Matt Anderson and Producer Chris Diamond by a team at production company Dirty Robber which included Director Caleb Woods, Creative Director Nick Frew, Executive Producers Chris Uettwiller and Jamie Baker, Post Producer Jamie Baker, Editor Olly Riley-Smith, Colorist Dante Pasquinelli, Sound Designer Luke Bechtholdt and Supervising Sound Editor Elad Marish.
The animation was created by Presence with Animation Director Richard Swarbrick, Animation Producer Danny Fleet, with live action production by a team at Thursday’s Child which included Producer Agatha Gorazdowski and DOPs Jaime Ackroyd and Carl Burke.
Comment:
This vibrant, animated spot for boots which the brand claims are ‘inspired by the pure speed of the game’, is Nike’s third drop in its Mercurial ‘Dream Speed’ series and comes with a design ‘packed with graphic elements that characterise quickness’.
The campaign launched ahead of Sunday 10 October when Ronaldo is due to debut them during the Juventus match against Napoli.
Links:
Nike Football
https://www.instagram.com/nikefootball/
https://www.youtube.com/c/nikefootball/
https://www.nike.com/
https://www.youtube.com/user/nike
https://www.instagram.com/nike/
https://twitter.com/nike
https://www.facebook.com/nike
Dirty Robber
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