AdFreakNike’s Joyful Season-Opening NBA Ad Has Some Seriously Sweet MovesW+K spot is set to Public Enemy's 'Shut 'Em Down'By Tim Nudd|October 17, 2017ShareBy Tim Nudd|October 17, 2017ShareThe world’s top sports stars are visually phenomenal, so their ads should be, too. Nike has always embodied this belief, with the best example being 2008’s “Take It to the Next Level” soccer spot directed by Guy Ritchie, still one of the most visually stunning commercials ever made.Nike’s latest spot, heralding the new NBA season, which tips off tonight, has some great moves, too—with director F. Gary Gray (Straight Outta Compton, The Fate of the Furious) and cinematographer Roman Vasyanov (Suicide Squad) teaming up for brilliant visuals on their way to telling the story of a young baller who dreams of making it to the big time.The story is routine but relatable: A young basketball player, Donte Grand, dreams of going from the neighborhood court to the NBA court. But it’s told in ebullient style, beginning with the spot’s first great visual—the two courts juxtaposed on each other. The kid is literally visualizing his dream.After some silent seconds of contemplation, Donte begins his journey, as the Public Enemy track “Shut ‘Em Down” kicks in.https://www.youtube.com/watch?v=bvev1Bjx6oAThe rest of the way, we get a time-lapse look at Donte’s evolution, from lonely workouts as a youngster to college star (he goes to Duke, and drains a game-winner) to NBA signing day to teaming with LeBron James on the Cleveland Cavaliers and facing off against Kevin Durant’s Golden State Warriors. (He also studies video of Thunder star Paul George, another Nike endorser.)The two-minute spot, titled “Want It All,” has echoes of Nike’s “Short a Guy” spot from 2015, while also using the kind of heightened jump-narrative made famous in spots like “Write the Future.” In all, it’s a throughly enjoyable start to the season for Nike and a few of its star athletes.“Want It All” makes its broadcast premiere tonight during the NBA’s opening night Celtics vs. Cavaliers game.CREDITS Client: NikeAgency: Wieden + Kennedy, Portland, Ore. Creative Directors Alberto Ponte, Ryan O’Rourke Copywriter Josh Bodgan Art Director Pedro Izique Integrated Production Director Matt Hunnicutt Integrated Production Director Krystle Mortimore Senior Integrated Producer Jake Grand Production Assistant Candice Harbour Production Assistant Shani Storey Account Director Chris Willingham Account Supervisor Erik Wade Account Executive Tobin Kittoe Account Executive Chuck Xu Business Affairs Manager Dusty Slowik Lead Business Affairs Manager Laura Caldwell Designer Deb Lee Creative Manager Emily Norman Brand Strategy Director Nathan Goldberg Brand Strategist Reid Schilperoort Associate Communications Planning Director John Furnari Media Supervisor Emily Graham Associate Comms Planner Anthony Holton Traffic Supervisor Tim Bell Traffic Manager Maggie HarasynProduction Company Radical Media and Fenix Studios Director F. Gary Gray Executive Producer Donna Portaro Line Producer Barbara Benson Director of Photography Roman VasyanovEditorial Company Rock Paper Scissors Managing Director Linda Carlson Executive Producer Raná Martin Editor Angus Wall Assistant Editor Lauren Dellara Producer Sasha GruborVFX Company: The Mill Executive Producer: Anastasia von Rahl Producer: Karina Slater Production Coordinator: Jake Fritz Shoot Supervisor: John Shirley Creative Director: Robert Sethi / John Shirley 2D Lead Artist: John Shirley 3D Lead Artist: Chris Bayol Crowd Lead Artist: Dan Warom 2D Artists: Ben Smith / Chris Knight / Dag Ivarsoy / Daniel Lang / Daniel Thuresson / Greg VanZyl / James Allen / Jeff Langlois / Lisa Ryan / Peter Sidoriak / Remedy Huynh / Sam Evenson / Timothy Crabtree / Tom Van Dop / Chris Hunsberger / Robin McGloin / Sven Dreesbach 3D Artists: Chris Goodrich / Eugene Gauran / Freddy Parra / Juan Salazar / Matt Bohnert / Matthew Fuller / Monique Espinoza / Samantha Pedregon / Sharlene Lin / Shaun Comly / Sophie Pince / Tom Graham / Ziming Liu / Anthony Thomas / Rie Ito Tracking: Michael Lori / Danny Garcia / Chase Webb / Katie Yancey / Jason Jansky / Alice Panek / Steven Olson / Michael Archambault Matte Painting: Gillian George Design: James VogelContinue ReadingPages: 1 2 Adweek Adweek