W+K Portland Launches ‘Never Finished’ for Nike, Starring Richard Sherman

By Erik Oster 

W+K Portland got Richard Sherman to star in its new spot “Never Finished” for Nike, following on the heels of Sherman’s recent appearances for Neff earlier this month and Campbell’s in August.

The new spot deals with the hype train surrounding Sherman, as he is constantly bombarded with media discussions of whether or not he is “the best.” “Never Finished” does a good job at finding humor in the situation, aided by a believably exasperated Sherman. The highlight is probably the made for TV biopic, starring Damon Wayans Jr.


Sherman’s roles in ads so far have mostly seen the Seahawks star not taking himself seriously and playing with his public persona. That definitely continues with “Never Finished,” but the schtick is much less over the top than some of his past roles, and the more nuanced characterization fits Sherman well as the spot, more than anything, mocks the media hype that surrounds star players. It makes for an entertaining ad, and Sherman’s most enjoyable performance by far.

The campaign, which runs until October 9th, also includes five additional videos, with special cameos from Johnny Manziel, Victor Cruz, Ndamukong Suh and Ken Griffey Jr.



Creative Directors: Alberto Ponte/Ryan O’Rourke/Dan Viens

Copywriter: Brock Kirby

Art Director: Lee Jennings

Producer: Endy Hedman

Executive Agency Producer: Matt Hunnicutt

Interactive Strategy: Reid Schilperoort

Social Strategy: Reid Schilperoort

Strategic Planning: Brandon Thornton

Media/Comms Planning: Daniel Sheniak/Charles Lee/John Rowen

Account Team: Jordan Muse/Corey Woodson

Business Affairs: Dusty Slowik

Executive Creative Directors: Mark Fitzloff/Susan Hoffman/Joe Staples


Production Company: Anonymous Content

Director: Mark Romanek

Executive Producer: Eric Stern

Line Producer: Aris McGarry

Director of Photography: Philippe LeSourd


Editorial Company: Exile

Editor/Assistant Editor: Kirk Baxter/Nate Gross

Post Producer: Toby Louie

Post Executive Producer: CL Weaver


Company: The Mill

Executive Producer: Sue Troyan

Producer: Christina Thompson/Adam Reeb

Coordinator: Kris Drenzek

Flame Artist: John Shirley

2D Artists: Stefan Smith, Brad Scott, Jake Albers, Kevin Flores, Remedy Huynh

3D Artists: Rasha Shalaby/Andy Wheater/Sun Chung

Telecine Producer: Natalie Westerfield

Colorist: Adam Scott


Sound Design Company: Barking Owl

Sound Designer: Michael Anastasi

Music Company: Walker

EP: Sara Matarazzo (Walker)/Kelly Bayett (Barking Owl)

Original Music: Dom Kennedy “Here comes the best”

Songs: Tina Turner “Simply the best”/Joe Esposito “You’re the best”


Mix Company: Lime Studios

Mixer: Rohan Young

Producer: Susie Boyajan