Commercial Critique 3: Nike- "Write the Future"

Most have you have probably seen this spot done for Nike Soccer by Wieden + Kennedy Amsterdam. It features several of the world's greatest soccer players going through various soccer matches. Each player is shown making a great move and/or a mistake and then the futures are shown of each of those players. The futures rely heavily on the actions of those players. The target market is geared towards people who play soccer and all fans of the world cup.

I believe this commercial is the best put together spot of all the commercials I've seen at the festival. Apparently the Film Jury agrees with me because this spot was awarded a Grand Prix Lion. The cinematography is beautifully done. All the angles that the directors chose to film it at are unique and flawlessly transitioned.  It's pretty much all CGI except for some possible motion capture ball technology in order to get the fluidity of each player right. The idea for the commercial in itself is also a masterpiece. It tried to relate the intensity all athletes in the world put on their shoulders no matter what the sport it. Players, from amateurs to professionals, take many of these situations as life or death; what defines them as a person.

Amazing piece of work. I would have changed a thing and I hope W+K keeps putting out content like this.