Nike and long-time creative agency Wieden+Kennedy London teamed up with UK broadcaster Channel 4 to create a 22-minute documentary film.
For their first every tie-up, the Nike film, which is part of the sportswear behemoth’s new ‘Play New’ global platform, will stream on All 4.
The programme revolves around young Londoner Tu’Shea who grew up caring for his mum and has wrestles with self-doubt. Nike worked with a group of its athlete ambassadors to help Tu’Shea combat his doubts through sport as he took on a 30-day confidence challenge.
The show sees the youngster mentored by Nike endorser athletes and footballers such as Adebayo Akinfenwa, heptathlete, Katarina Johnson-Thompson, Gloves Not Gunz coach Precieux Noke and diving coach Sam Buck.
The film’s soundtrack features a diverse group of UK music talent including tracks from Little Simz’s upcoming album ‘I Might Be Introvert’, as well as songs by Riz Ahmed and High Contrast (featuring Kae Tempest) and an original score by Star One.
‘New Heights’ is promoted through a series of promos and a three-minute ‘featurette’ spanning the entire Channel 4 commercial break which was set to new music by Little Simz.
New Heights: London trailer from Wieden+Kennedy London on Vimeo.
The film, which was helmed by Somesuch Director Dan Emmerson, was conceived and created jointly by Wieden+Kennedy London and Nike Creative Studio.
The team working on the project included W+K London Creative Directors Paddy Treacy and Mark Shanley, Creatives Philippa Beaumont, Freddy Taylor, Darragh Carey and Andrew Bevan, Executive Creative Directors Tony Davidson and Iain Tait, Account Director Holly Baker-Cliff, Account Manager Matt Whiteside, Planning Director Brian Ritter, Comms Planning Director Martin Bassot, TV Producer Tom Dean, Design Director Aaron Skipper and Lead Designer Justin Hallstrom.
The team at Somesuch included Director Dan Emmerson, Series Producer Caroline Austin, Production Manager Laura Dixon and Director Of Photography Spike Morris.
The editorial and VFX company was Evolutions/Ten Three, with sound handled by 750mph and music by Twenty Below.
Comment:
This documentary is an expression of the brand’s new global platform, Play New that invites people to discover sport in new ways and which kicked off with a ‘Play New’ launch campaign in early May. Sport is not just about competition but about the joy of movement and creativity of play; it can inspire, create community and provide platform for positive change.
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