Nike’s cool gets cooler
This cinematic spot for the brand’s Winter Clothes Collection conjures a fantastical ice-bound world full of textile boffins working on insulation innovation.
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Credits
powered by
- Agency Wieden + Kennedy/Shanghai
- Production Company Hamlet/China
- Director Henry Scholfield
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Credits
powered by
- Agency Wieden + Kennedy/Shanghai
- Production Company Hamlet/China
- Director Henry Scholfield
- CG & Online Editing Wicked Pixels
- Chief Creative Officer Ian Toombs
- Chief Creative Officer Vivian Yong
- Head of Creative Matt Meszaros
- Creative Director Zhong How
- Associate Creative Director Ruby Liang
- Copywriter Nonthapat Cholavit
- Head of Production Fang Yuan
- Creative Director Iris Liu
- Executive Producer Yimeng Zhang
- Executive Producer Claire Qin
- Producer Duffy Du
- DP Pat Aldinger
- Production Designer Maruxa Alvar
- Editor (UK) Sam Bould
- Editor (Shanghai) Bing Feng
- Colorist (Germany) Marina Starke
Credits
powered by
- Agency Wieden + Kennedy/Shanghai
- Production Company Hamlet/China
- Director Henry Scholfield
- CG & Online Editing Wicked Pixels
- Chief Creative Officer Ian Toombs
- Chief Creative Officer Vivian Yong
- Head of Creative Matt Meszaros
- Creative Director Zhong How
- Associate Creative Director Ruby Liang
- Copywriter Nonthapat Cholavit
- Head of Production Fang Yuan
- Creative Director Iris Liu
- Executive Producer Yimeng Zhang
- Executive Producer Claire Qin
- Producer Duffy Du
- DP Pat Aldinger
- Production Designer Maruxa Alvar
- Editor (UK) Sam Bould
- Editor (Shanghai) Bing Feng
- Colorist (Germany) Marina Starke
Created for Nike China by Wieden+Kennedy Shanghai and directed by Henry Scholfield through production studio HAMLET, this exceptionally cool spot is set in a magical snowy landscape where scientists test garments in a labyrinthine research centre.
The film, titled More Than Warmth, is gorgeously designed, with futuristic flourishes and flashes of rich colour and organic forms that contrast the icey white space-age setting.
Zhong How, W+K Shanghai Creative Director commented: “To truly test the warmest products, we had to create an entire world of cold; and in it, innovators who are obsessed with warmth. Creating the tests and building this world was such a fun and creative process”.
While Scholfield said: “Each test, and the base concept of the experimental designs was conceived around the principles of ‘what if’ and ‘why nots’… a lot of sideways logic but in the end there is a reason for everything (we promise!)."
