Last week, W+K Portland launched a very meta “Unlimited You” spot as part of its “Unlimited” campaign for Nike. Yesterday the agency followed up with the first in a series of three “Unlimited Stories” with “Unlimited Courage,” which focuses on duathlete Chris Mosier, the first transgender man to compete in the duathlon as part of the national team. The ad aired during NBC’s primetime coverage of the 2016 Rio Olympics last night.
Like “Unlimited You,” the spot features a voiceover narrator interacting with his subject. He says “Good morning, Chris” to the duathlete at the opening of the spot, with Mosier answering back in kind. “Hey Chris, how did you know you’d be fast enough to compete against men?” he asks, with Moiser’s response of “I didn’t” also his reply to questions about whether he’d be strong enough, the team would accept him or if he’d even be allowed to compete. The spot ends with the line “Unlimited Courage,” followed by the familiar “Just Do It” tagline.
The message is clear: real courage means trying your hardest to reach your goals, even against the kind of uncertainty Mosier faced. It’s a fitting take on the “Unlimited” message, with the meta approach arguably more convincing than in the “Unlimited You” anthem spot, as it allows for a conversation that might otherwise feel forced. Mosier’s determination to succeed even amidst uncertainty is also a pretty ideal embodiment of the brand’s “Just Do It” mantra.
“Everything that I’ve done in the last five, six years since I started to transition, has been with [a] ‘Just Do It’ mindset,” Mosier said in a statement. “I didn’t know if I would be competitive against men; I just did it. Every success that I’ve had since then has shown me that anything is really possible. By not stopping myself, not limiting myself and just really going for it, I’ve learned a lot about myself and also had the opportunity to further the conversation on trans inclusion in sports.”
Credits:
Client: Nike
Project Name: Unlimited Stories (Unlimited Courage)
Format + Titles: Unlimited Courage
Agency: W+K PORTLAND
Global Creative Directors: Alberto Ponte, Ryan O’Rourke
Interactive Director: Dan Viens
Copywriter: Adam Tetreault
Art Director: Sara Phillips
Global Executive Producer: Matt Hunnicutt
Senior Agency Producer: Ross Plummer
Agency Producer: Mauricio Granado
Art Production: Amy Berriochoa, Jennifer Spillers
Project Management: Christina Kim
Studio Design Manager: Alicia Kuna
Studio Designer: Rehanah Spence, Edgar Morales
Retoucher: Amy Corcoran, Kyle Pero, Saskia Thomson, Greg Radich
Strategic Planning: Andy Lindblade, Nathan Goldberg, Brandon Thornton, Reid Schilperoort
Media/Comms Planning: Danny Sheniak, John Furnari, Brian Goldstein, Jocelyn Reist
Account Team: Chris Willingham, Alyssa Ramsey, Corey Woodson, Anna Boteva, Carly Williamson
Business Affairs: Amber Lavender
Broadcast Traffic: Stefanie Goodell, Andrea Sierra
Production
Production Company: PRETTYBIRD
Director: Max Malkin
Executive Producer: Ali Brown, Suzanne Hargrove
Head of Production: Tracy Hauser
Line Producer: Matt Wersinger
Director of Photography: Max Malkin
Production Designer: Rob Pearson
Editorial
Editorial Company: Rock Paper Scissors
Editor: Damion Clayton
Assistant Editor: Mike Spagnolli
Post Producer: Dina Ciccotello
Executive Post Producer: Helena Lee
VFX
VFX Company: Mill LA
Creative Director: Phil Crowe / John Leonti
2D Lead Artist: James Allen
2D Artists: John Shirley, Brad Scott, Alex Candish,
3D Artists: Andy Wheater, Jie Zhou, Michael Lori
VFX Producer: Anastasia von Rahl,
VFX Coordinator: Rustie Burris
VFX Executive Producer: Enca Kaul
Color
Company: Mill LA
Colorist: Adam Scott
Producer: Diane Valera
Executive Producer: Thatcher Peterson
Licensed Music
Musical Artist: Sandy Nelson
Track Name: Drums Are My Beat
Sound Design
Sound Design Company: Barking Owl Sound
Sound Designer: Michael Anastasi
Creative Director: Kelly Bayett
Producer: Ashley Benton
Mix
Music/Sound/Mix: Company Lime
Audio Mixer: Loren Silber
Audio Assistant: Mark Nieto
Executive Producer: Susie Boyajan