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Neon-Drenched Nike Film Shows Shanghai at its Fastest

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Directed by Stink’s Nicolas Winding Refn, the garish spot celebrates the speed of Shanghai and the incredible athletes who run its marathon

Neon-Drenched Nike Film Shows Shanghai at its Fastest
The Shanghai marathon is one of the most important in China, and every year runners join from all over the world. So this year Nike celebrated the speed of the city and the people in it with a brand new campaign, ‘Shanghai Fast’.

Shanghai is one of the fastest moving, most prosperous cities in the world. Being an athlete there means pushing yourself even harder, which isn’t easy.

So Nike challenged athletes before the Shanghai Marathon – provoking them to live up to its speed – and be ‘Shanghai Fast’. The 90-second film features a female runner at the end of a mundane run suddenly taunted by a series of mysterious city locals that challenge her to keep up with their speed.


Erwin Federizo, Creative Director from W+K Shanghai, said: “What unfolds in this simple idea is an evolution to an adrenaline-fueled chase sequence; capturing not only the physicalmechanics and intrigue of a classic film chase through the streets, alleyways, and rooftops of the city, but also the unmistakable beauty and spirit of old and new Shanghai. This film is just as much a love letter to the city of Shanghai as it is a motivating Nike ad.”

As our heroine reaches the end of the chase, she glances back to find she is now the one being pursued by a horde of runners all gunning for her place as the new leader. A twisted reminder that in Shanghai, fast is just the beginning.

The film was directed by visionary film director Nicolas Winding Refn (Drive, Bronson, Only God Forgives), known for his ability to breathe life into the cities in which his films take place. His signature use of neon lighting highlights the modernity of the city as we move from Shanghai’s traditional lane houses to its highest skyscrapers, a reflection of the city’s own personal growth.

The campaign kicked off with a city-wide take over, activating a variety of traditional and non-traditional OOH, interactive neon installations along popular running routes, social content, as well as in-store videos and graphics for the retail experience.

The artwork used for print executions was photographed by Pari Dukovic, whose adept use of camera movement and gel lighting delivers on strategy in the 2D media space and rounds out Nike and W+K’s push for the city’s dominance in the world of Fast. 

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Music

Composer: Cliff Martinez, Tim Lincoln (Teaser)

Sound Mix: Aaron Glascock

Production Company

1st AD: Jo Chan

Director: Nicolas Winding Refn

Production Company: STINK SHANGHAI

2nd AD: Gary Hua

2nd Unit Camera Operator: Myron Mance

Camera Operator: Florian Hatwagner / Gimbalninja

Casting Director: Ariel Sheng / Aplus Casting

DOP: Adolpho Veloso

Executive Producers: Desmond Loh, Brenda Tham

Line Production: Julie Chen, Li Jia

Managing Director: Desmond Loh

Production Manager: Allen Tsao

Stylist: Julian Mei, Damian Huang

Post Production / VFX

Producer: Jacob Lincoln, Fang Yuan

Colourist: Tom Poole

Creative Director: David Parker

Executive Producer: Nancy Hwang

Flame Artists: Matt Trivan, Scott Johnson, Jameson DeSantis

Grade: COMPANY 3

Lead Flame Artist: Tim Bird

VFX: JANE STUDIOS

VFX Producer: David Won

Colour Producer: Alexandra Lubrano

Offline

Editor: Saar Klein, Jason Hinkley, Leon Yan (W+K)

Edit Assistant: Lee Bacak

Edit Company: LOST PLANET

Executive Producer: Gary Ward

Producer: Evan Cunningham, Aimee Hinkley

Creative Agency

Art Director: Max Pilwat

Copywriter: Arlene Lu (English)

Copywriters: RunQ Zhang, Liu Wei (Chinese)

Creative Agency: WIEDEN+KENNEDY SHANGHAI

Executive Creative Director: Ian Toombs, Vivian Yong

Executive Producer: Bernice Wong

Head of Integrated Production: Sanne Drogtrop

Senior Creative: Marula Vaz (Experiential)

Senior Producer: Raymond Lau

Art Producer: Angela Liu

Artworker: Austin Hu

Associate Account Director: Jim Zhou

Business Affairs: Jessica Deng, Kathy Zhan

Designers: Deer CL, Fan He, Meng Ke, Benson Pang

Digital: Changqing Lee (Artist)

Head of Design: Fish Ho

Marketing Director: Jessica Sinn

Planner: Carina Huang

PR: Evelyn Hsu

Production Manager: Vic Zhang, Stone Xue

Project Director: Nicole Bee

Senior Account Executive: Xueer Ren

Senior Account Manager: Qinna Ye

Senior Art Producer: Woo Hon Foong

Senior Planner: Leon Lin

Genres: Visual VFX, People, Action, Scenic

Categories: Clothing and Fashion, Sportswear

lbbonline.com, Fri, 24 Nov 2017 13:06:35 GMT