Wieden + Kennedy Shanghai has created a magical world for Nike’s winter collection. It’s home to a dedicated team of eccentric warmth obsessed researchers who conduct tests on the collection, and revel in their scientific achievements when the garments ace every test. The 60-second spot is not all whimsy though. In fact, it’s a product demonstration disguised as entertainment. Each section of the film is inspired by a specific jacket attribute and offers a detailed showcase of features, including warmth, breathability, waterproof and lightweight, culminating in a bona fide product demonstration. But an offbeat piece of music underlines the striking strangeness of the film.
The commercial was directed by Henry Scholfield and produced by Hamlet. The full campaign covers cinema, OOH and digital channels running in China.
Zhong How, Wieden+Kennedy Shanghai creative director, stated, “To truly test the warmest products, we had to create an entire world of cold; and in it, innovators who are obsessed with warmth. Creating the tests and building this world was such a fun and creative process.”
Wieden+Kennedy Shanghai associate creative director Ruby Li, added, “To pair the magical visuals of the film, we needed to bring something extra to the ears. Something simple yet quirky like Dibby-Dibby! that helps set an inviting tone for the film.”
Henry Scholfield, director, commented, “Each test, and the base concept of the experimental designs was conceived around the principles of ‘what if’ and ‘why nots’… a lot of sideways logic but in the end there is a reason for everything (we promise!). Real pleasure for me to get to work with the very talented creative crew at W+K Shanghai.”
Yimeng Zhang, managing partner and executive producer of Hamlet China, added, “It’s not every day that a creative brief this unique comes along. Upon reading the script, Henry immediately struck me as the perfect director to make this magical idea come to fruition. The biggest challenge presented to us was to define the parameters of ‘magical realism; when conceiving and crafting the magical world. I think the final result mastered it in an excellent way, it’s literally a mini ‘popcorn movie’ one will immediately warm to (pun intended).”
Credits
Client: Nike China
Brand Creative Senior Directors: Simon Lee, Che Lin
Narrative Director: Seven Yang
Senior Narrative Manager: Yuling Yao
Narrative: Elaine Weng, Phoenix Zhao
Senior Copywriter: Yi Qi
Art Director: Diana Tang
Designer: Cyan Wang, Xiaojing Li, Cathy Shang-Kuan
Production Director: Kelly Zhan
Senior Producer: Cora Liu
Producer: Monika Jiang
Agency: Wieden & Kennedy Shanghai
Chief Creative Officers: Ian Toombs & Vivian Yong
Head of Creative: Matt Meszaros
Creative Director: Zhong How
Associate Creative Director: Ruby Li
Senior Art Director: Alex Litovka
Art Director: Edmund Chang
Copywriter: Pat Cholavit
Head of Production: Fang Yuan
Senior Producers: Iris Li 7 Jazzy Zhao
Head of Planning: Summer Yang
Associate Planning Director: Alan Wu
Strategist: Katie Li
Group Brand Director: Qinna Ye
Brand Director: Esther Choi
Senior Brand Executive: Wayne Zhang & Louise Cai
Business Affairs: Jessica Deng, Hui Ye & Gloria Ji
Head of Design: Juni Hsu
Designer: Qi Zhang
Junior Designer: Chumeng
Design Producer: Vic Zhang
Senior Retoucher: Changqing Lee
Finished Art: Dennis Chen
Production Company: Hamlet China
Managing Director & Executive Producer: Yimeng Zhang
Producers: Claire Qin, Duffy Du
Production Manager: Winson Wang
Line Producer: Wang Zhiyuan, Sun Ying
Production Coordinator: Selene Xu
Director: Henry Scholfield
DOP: Pat Aldinger
1st AD: Stella Gui
2nd AD: Yan
1st AC: Terry Yan
Post Producer: Joy Chiang
Offline Editing (UK): Sam Bould
Offline Editing (Shanghai): Bing Feng
CG & Online Editing: Wicked Pixel
VFX Lead Artist: Eddie Van Rensberg, Carl Jeppe
Post Producer @ Wicked Pixels: Kamila Kelly, Leigh Human, Leticha Kisting
Music Studio (Composition, SD, Mixing): Mr.Pape
Colourist (Germany): Marina Starke
Special Thanks:
Art Direction: YETI Art Studio
Online Editing: HUE, Bottles
Colour Grading Studios: MZ Studio, Fin Design
Mixing: Hush Studios
