The Creatives Room

For once, Don’t Do It

Brand: Nike · Agency: Wieden+Kennedy · Year: 2020 · Category: Commercials · Medium: video

A plain black full-frame title card carrying two centred lines of pale serif type: "For once, / Don't Do It." No product, imagery, logo or other graphic element appears in this frame - only the short words against solid black. Wide empty negative space surrounds the text and dominates the sparse, stark composition.

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For once, Don’t Do It - Wieden+Kennedy - 2020 | The Creatives Room