I love Nike. They're a company that has no problems spending money to make artistic and creative commercials rather than resting on their laurels as a top brand in the athletic goods industry.
As a multimedia guy, I really appreciate the beauty of video and how it is different from still photography. I love still imagery, don't get me wrong, but each has it's own strengths and weaknesses, and ultimately it is up to us to choose what medium best expresses what we'd like to say.
Nike, from what I've seen, is willing to spend the money to get their message out in the most creative of ways. The production value is off the charts. Over a dozen world class athletes, top notch editing, compositing, and filming. Throw in a Saul Williams track.
But that's not the point. The point is that if you look at some of the clips in the video, the imagery is mostly good execution and editing. You can take a lot of these as still images, and if you put it together, could create a photo story, or a slideshow.
Seeing any sort of media like this makes me want to leave work immediately and go hit up training facilities and start shooting.
Max
Edited by PShizzy on Mar 14, 2008 at 11:40 AM GMT (Reason: changed track artist)
It's also great to see Nike including some lacrosse players (Kyle Harrison and Ryan Powell). I know there are some shooters on this board that will love that.
Nike has always been at the cutting edge of marketing, and advertising. How many times have they created a new catch phrase "Bo Knows" or overall concept. Once again an awesome piece by Nike. Thanks for sharing.
Green. the color is in the tinting, it's in the unis, the backgrounds, objects, subjects, everything. Its the curtain behind LT2, the green mic foam when he's first starting off the interview. Why? a few thoughts come to mind. The matrix used that green tinting, to show off the future, to represent a certain grit and edge within that futurism. SPARQ is supposed to be Nike's answer to Under Armour and their going past clothing into footwear. Nike is trying to be the future of cross training, and their idea is that it's no longer cross training, its just training. Speed, Power, Agility, Reaction, Quickness
Green is the color for life. Green is the color for go. Green is the color of the fields we play on.
The second thing that comes out at me is the training. They show everything from the usual field training, both alone and in groups, across all age groups, all sports, and all venues from the field to the track to a gym, to a hs gym to a hotel room. Pretty obvious why this is.
Certain scenes though go a little beyond the green or training and become environmental art. Look at :19, with someone throwing a ball at a net as shot through the net. Look at :21, Adrian Peterson (considered an amazing fast back with great power) is racing against a hot rod on a race track with a nice red and green basic background. at :48 they add a green and black frog jumping, a very symbolic image.
I used to collect Nike videos. Not sure where my old stash of videos is, but the concepts in their work has always astounded me because of the depth involved. It seems to me that they account for every detail in every frame of the work. I doubt there is anything there that isn't supposed to be there.
PShizzy wrote:
So heres what I see when I look at this
Green. the color is in the tinting, it's in the unis, the backgrounds, objects, subjects, everything. Its the curtain behind LT2, the green mic foam when he's first starting off the interview. Why? a few thoughts come to mind. The matrix used that green tinting, to show off the future, to represent a certain grit and edge within that futurism. SPARQ is supposed to be Nike's answer to Under Armour and their going past clothing into footwear. Nike is trying to be the future of cross training, and their idea is that it's no longer cross training, its just training. Speed, Power, Agility, Reaction, Quickness
Green is the color for life. Green is the color for go. Green is the color of the fields we play on.
The second thing that comes out at me is the training. They show everything from the usual field training, both alone and in groups, across all age groups, all sports, and all venues from the field to the track to a gym, to a hs gym to a hotel room. Pretty obvious why this is.
Certain scenes though go a little beyond the green or training and become environmental art. Look at :19, with someone throwing a ball at a net as shot through the net. Look at :21, Adrian Peterson (considered an amazing fast back with great power) is racing against a hot rod on a race track with a nice red and green basic background. at :48 they add a green and black frog jumping, a very symbolic image.
I used to collect Nike videos. Not sure where my old stash of videos is, but the concepts in their work has always astounded me because of the depth involved. It seems to me that they account for every detail in every frame of the work. I doubt there is anything there that isn't supposed to be there.
Wow. I work for SPARQ, and that's probably one of the more insightful commentary i've heard about the company and the 60 second spot. Kudos to you, my friend.
piga3863 wrote:
Wow. I work for SPARQ, and that's probably one of the more insightful commentary i've heard about the company and the 60 second spot. Kudos to you, my friend.
Hope you own shares in SPARQ Inc. A Nike buyout followed by a huge push must be a nice windfall for everyone.
Well just 2 cents in on this.. some of that was shot here in austin texas i was there working for nike pr. i was there for the lacrosse shoot and there will be more of wnba harding start.. it was really cool how it was shot..
