MPC Production + Wieden & Kennedy Shanghai create a futuristic Nike commercial for China
MPC recently undertook a major Nike job for the Chinese market. Set in 2033, China are a superpower in world football, with Wieden & Kennedy Shanghai’s latest advertising campaign for Nike China.
Directed by Ian Pons Jewell, this football commercial is unlike any other, imagining what life is like in the not so distant future with the Chinese team at the top and feared by many, including English pub goers.
Crying in the bar at the realization that they’ve been drawn against China, only to be laughed at by locals loving the fact that tissue sales are soaring due to the impact of the national team on the world.
Manchester City, a current force in football, having to sign Chinese players to keep challenging at the top only to be scuppered by new rules stating clubs can only sign a total of 3 Chinese players, much to the dismay of the coach.
The film gives the younger generation a chance to see through the looking glass at what could be if they dream big and “Dare To Become”, before finally returning to the present day and seeing these youngsters trying to achieve their dreams.
This was the first Nike Football commercial for the China market and has been a huge success both locally and throughout the rest of the world through social media.
The ad reached over 170 million views in only the first 4 days of release.
With VFX from MPC, Creative Director Barry Greaves said, “Since first hearing the pitch we were all excited at the prospect of what this film could become. They were some big ideas going into production with time constraints increasing the challenge. Thanks to the hard work and dedication of our team we delivered a great film in only a couple of weeks”.
Wieden & Kennedy Shanghai’s ECD Matt Skibiak said, “Our VFX Supervisor was a die hard England fan who spent far too many England games this World Cup in a dark studio with us. If that doesn’t say dedication, I don’t know what does. A project many said would be impossible was made possible by MPC. They didn’t just bring our vision to life, they added to it, and helped problem-solve when it was needed. They were a creative partner. Sorry about missing the games. But we all knew England wasn’t going to bring it home, anyway.”
Credits –
Nike GC VP Marketing: Steve Tsoi
Nike GC Senior Creative Director: Simon Lee
Nike GC Football Brand Manager: Samuel Minns
Nike GC Brand Communications Director: Che Lin
Nike GC Brand Communications Manager: Andy Liu
Wieden + Kennedy Shanghai
Executive Creative Director: Ian Toombs, Vivian Yong
Creative Directors: Matt Skibiak, Dong Hao
Art Director: Josh King, Max Pilwat
Copywriter: Josh King, Max Pilwat
Head of Integrated Production: Sanne Drogtrop
Executive Producer: Bernice Wong
Producer: Fang Yuan, Angela Liu
Senior Planner: Leon Lin
Planner: Chris Kirkup
Business Director: Dino Xu
Account Manager: Shawn Kai
Senior Account Executive: Xueer Ren
Head of Project Management: Nicole Bee
Business Affairs: Jessica Deng, Kathy Zhan
Head of Designers: Fish Ho
Designer: He Fan
New Business Director: Jessica Sinn
PR Manager: Rachel Xiao
Film
Production: HAMLET
Executive Producer: Jason Felstead / Ruben Goots
Director: Ian Pons Jewell
DOP: Ben Fordesman
Editor: Sam Bould
Assistant editor: Megan Thorne
Football Tech: Eddie McClements
Stylist: Ameena Kara Callender / Victoria Mesenbrink
Production Service: Filmate Shanghai
Executive Producer: Priscilla He
Producer: Sami Xia / Tim Zhang/ Joe Shen
1st Assistant Director: Yu Pang Chang
Art Director: Daymon Wu
Assistant art director: Shu
Gaffer: Dickson
Grip: Jiang Ge
Focus puller: Albert Wang
Post Production
MPC Shanghai.
Creative Director/VFX Supervisor: Barry Greaves
On set VFX Supervisor: Eason Wu
Post Producer: Chris Li
Colour: Richard Fearon, Nikola Stefanovic
Digital Compositors: Madhuka Gunasekera, Marielle Santens, Allegra David, Ginesh Gandhi, Minnie Chen, Online Team: TingTing Su, Robin Liu
CG Supervisor: Christian Kalata
CG Team: Earn Lee, Chamishka Gamage, Aram Hakze, Alexey Mazurenko, Sean Baptist, Ember Chen
Motion Graphics: Derik Lian
MPC Bangalore.
Line Producer: Pooja Pandya
Lighting Artist: Amlan M
MatchMove: Karthick Kumar, Muruganantham T
Asset: Manjunath Ramakrishnaiah, Jayadeep Chandran
Prep Lead: Sugumar S
Prep Artist: Abdul Labeeb, Akshay Agrawal, Trishul Phani Mishra, Yasasvini.V, Sudheesh TV, Jose J, Bijeesh, Jayakumar
Comp Lead: Yashvardhan Jain
Comp Artists: Jahnvi Mistry, Bala Krishnan R, Nanda Kumar, Pratyush Paruchuri
Music
Music By: Human
Executive Producer: Carol Dunn
Creative Director: Craig DeLeon
Composer(s): James Leibow & James Dean Wells
Audio House (London): Trim
Sound Design: Tim Harrison
Sound Editors: Seb Bruen & Pär Carlsson
Audio House (Shanghai): Big Knows
Executive Producer: Arthur Monnet
Art Director: Charles Monnet
Sound Supervisor: Charles Monnet
Sound Engineer: Aho
Sound Design: Charles Monnet