Nike have just released a campaign featuring two commercials entitled ?‚àö√ë‚àö‚â§Defy’s and ?‚àö√ë‚àö‚â§Endure’s. The spots are both designed to emphasise Nike new 360 Air technology. Both commercials came out of Wieden + Kennedy Amsterdam and through Park Pictures.
Defy was directed by Joaquin Baca-Asay and highlights the magical moment in all sports when the athlete is airborne and experiences a sense of weightlessness. The commercial emphasises Nike’s new 360 Air technology. This spot was posted entirely in HD and involved primarily compositing backgrounds and crowd behind the athletes.
Endure was directed by Joaquin Baca-Asay and Lance Accord and portrays the athletes overcoming both the mental and physical pain of sport. It emphasizes the moments many athletes endure in order to reach the high levels of excellence and success within their sports.
The commercial ends with the ultimate payoff of Nike Air cushioning, helping to soften the physical impact on your body. This spot is set to the poignant Johnny Cash version of Nine Inch Nails track Hurt. Athletes included in the spot are Brazil Ronaldinho, Lance Armstrong and Paula Radcliffe.
All the material for Endure was stock footage that was conformed and cleaned up in flame and then filmed on 35mm by the director both projected and on HD screens. The commercial was then re-cut using the new material which was in turn was re-graded and conformed.
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