In W+K’s Latest for Nike+, Every Workout Becomes a Game

By Ella Riley-Adams 

Anyone who’s gone running after a hard day knows the power of an active imagination. With every arm pump, you might be punching your boss in the face. With every stride, you’re building yourself into the powerhouse that will soon confront your boyfriend about his lack of follow-through.  Some picture themselves as superheroes, sprinting through the streets to make the ultimate rescue. When we push our bodies, our minds make the physical effort possible–and even fun.

W+K’s latest spots for Nike+ helps bring those mental adventures to life. The star runners of their TV ads are in a real-life video game, leaping up palettes and climbing through windows as they complete their workouts. Nike+ helps runners measure, map, track and share their runs, gamifying the work out process and inspiring everyday runners to reach farther.


My only complaint with both ‘Game on World’ and ‘Run Your City’ is their weak music selection. I get that they’re going for a tinkery game soundtrack, but I would rather they forfeit the game theme in favor of some motivational (and still techno-flavored) Diplo or bouncy pop Walk the Moon.

Credits and ‘Game on World’ video after the jump.

Creative Directors Alberto Ponte / Ryan O’Rourke / Dan Hon
Copywriter Antony Goldstein
Art Director Bertrand Fleuret
Producer Jeff Selis / Liam Doherty
Account Team Liam Doherty / Alyssa Ramsey
Executive Creative Directors Mark Fitzloff / Susan Hoffman
Agency Executive Producer Ben Grylewicz

Production Company Smuggler
Director Adam Berg
Partners/Management Patrick Milling Smith (Partner) / Brian Carmody (Partner) / Lisa Rich (COO/EP)
Line Producer Karen O’Brien
Director of Photography Joost van Gelder

Editorial Company Cosmo Street
Editor Paul Hardcastle
Post Producer Esther Gonzalez

VFX Company MPC
Managing Director Andrew Bell (LA)
VFX Supervisor Paul O’Shea (LA) / Daniel Marsh (LA)
Executive Producer Asher Edwards (LA)
VFX Leads Paul O’Shea (LA) / Daniel Marsh (LA) / Alex Lovejoy (NY) / Dean Robinson (NY) / Rob Walker(Lnd)
VFX Producer Susan Kurtz (LA) / Louisa Cartwright (NY) / Anandi Peiris (Lnd)
Titles/Graphics Casey McIntyre (LA) / Ben Persons (LA)

Telecine Company MPC
Colorist Mark Gethin (LA)

Music+Sound Company Lime
Composer Game On, World :60/:30 – The Seeds
Sound Designer Jeff Sudakin
Song (if applicable) The Seeds – “Pushin’ Too Hard”

Mix Company Lime
Mixer Loren Silber
Producer Jessica Locke