Nike Korea - Choose Phenomenal
Music & Sound
Tokyo, Japan
Agency / Creative

Together with our good friends at Wieden + Kennedy, our Tokyo office worked on a music composition for a very special Nike campaign that has the aim of empowering Korean women to choose for themselves.

Life is giving us a lot of options when it comes to choosing what path to go (and by that, we don’t mean whether or not you should put pineapple on pizza).

But how often do we feel pressured to make decisions based on what society wants without following our instinct?

With its ‘Choose Phenomenal’ campaign, Nike wants to show Korean girls and women how they can be phenomenal through sports by unlocking their inner potential.

The concept of choosing between different options was also the rationale for Director Roger Guardia to use split screens, so the viewer could decide what to focus on.

MassiveMusic Tokyo created an accompanying upbeat composition to fit with the athletic movements of the women – whether it's basketball, kickboxing or dancing.

Our Director of Creative Development APAC Tamon Fujimi says:

“The whole tone needed to be organic in order to make it really personal. That's how the music meeting started. The tempo, tone and melody all have a human element to it. The pacing is the most important part of this project because we needed a track that feels like it’s coming out of a human body.

It gradually builds up, like when you listen to your heartbeat after an intense workout session. Even the filtered guitar and strings make it feel like it’s a personal soundtrack that comes from within.”

About MassiveMusic Tokyo

We are MassiveMusic, a Songtradr company and the agency of record for some of the most famous brands in the world. As a trusted partner, we deliver everything a brand needs in the field of music, voice and sound. Impactful strategies, sonic brand identities and best-in-class compositions – we create this and much more thanks to our fervent passion for music combined with craftsmanship and scientific research. The ultimate goal? To make the world sound better, while helping brands and agencies be more effective through the emotional power of sound. Our nifty creators and strategic thinkers can be found in offices and studios around the world. Rumour has it we also throw a massive party every once in a while.