The Creatives Room

WHY DO IT?

Brand: NIKE · Agency: wieden+kennedy · Year: 2025 · Category: Commercials · Medium: video

The visual style is characterized by a cool, desaturated colour palette, emphasizing the starkness and grit of athletic training. Lighting is often dramatic and high-contrast, utilizing chiaroscuro to highlight the sculpted forms of athletes and create a sense of intensity and focus. Compositions are tight and intimate, drawing the viewer into the athletes' personal struggles and triumphs, evoking a mood of powerful determination and unwavering commitment. The casting centers on diverse, driven athletes, showcasing their physical and emotional resilience.

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WHY DO IT? - wieden+kennedy - 2025 | The Creatives Room