W+K Portland, Nike Celebrate the ‘Unlimited Will’ of Mountaineer Kyle Maynard

By Erik Oster Comment

W+K Portland launched the final entry in its “Unlimited” campaign with a look at the inspiring Kyle Maynard. Maynard became the first quadruple amputee to climb Mount Kilimanjaro without prosthetics, and he’s also a wrestler and ESPY-award winning MMA fighter with a more agreeable personality than, say, Hulk Hogan.

The spot, which arrives on the heels of “Unlimited Youth” and “Unlimited Courage,” opens with Maynard climbing a snowy mountain peak as the voiceover says, “Here is a man, working hard, pushing his limits.” He then asks Maynard if he has “got this,” with the mountaineer replying in the affirmative, only to be taken aback when the camera pans out to reveal that Maynard is making the climb sans arms and legs. “Oh really? I must have left them at home,” Maynard replies when he says, “You don’t have legs either!?”

Maynard is undoubtedly an inspiring athlete and a natural choice for the limit-defying “Unlimited” campaign.

The meta voiceover approach, however, may be a bit much. It’s endearing when Maynard takes the voiceover actor’s shock at discovering he’s making the climb without any arms and legs with humor, but the, “Dude, that’s not funny. You’re on top of a mountain, it’s dangerous,” line diminishes his response. We almost wanted to hear Maynard get the last word.

Credits:
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

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