The Creatives Room

Awaken Your Madness

Brand: Nike · Agency: Wieden+Kennedy London · Year: 2024 · Category: Commercials · Medium: video

The frame is a lone player mid-strike, arms flung wide for balance, ball just off the boot, shot from distance through what reads as a fence or stand structure that bars the foreground with heavy vertical shadows. Colour is almost monochrome - cold teal and slate, near-black at the bottom third, with a diffused shaft of light raking in from upper right through smoke or fog. Grain is coarse and the image is soft to the point of dissolving, consistent with the credited mixed-format capture on 35mm, Hi8, Super8 and broadcast video. The player is a silhouette, deliberately unidentifiable, so the m

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Awaken Your Madness - Wieden+Kennedy London - 2024 | The Creatives Room