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Thoughts on CMI?
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Pro
Split screen is not an idea. But this version has great craft. Enjoy good work, it’s hard to make.
Rising Star
Well said!
Different ideas. Same technique. Both great.
Pro
You really believe we love it cos it's a split screen?
Rising Star
Lol. Goodby WAS not the first agency to come up with that mechanic.
Because their bodies in motion and precise match-cuts are massively more technically advanced than a couple of dudes staring at the camera as nothing, not even their heads, moves.
Pro
Totally agree. I get why they use athletes, but a pro would help.
Chief
Strategically they are not even remotely the same. The split screen and sports category are the only things they have in common.
The technique in the Nike spot is about unity. It uses body movements and actions of very different sports and players, seamlessly matching.
For example, the swing of a tennis racket becomes a baseball bat. A hurdle jump becomes a skater’s tumble. A surfer becomes a skater.
It shows that even though the athletes all very have different skills, somehow we’re all the same.
It’s really a pretty amazing observation.
The Goodby spot has non-moving talking heads. Strategically it’s about two players from opposing teams both believing they can win. But in the end, only one can.
Amazing editing, meh on the VO
Facts
The editing is incredible in this one, but still don’t understand the universal worship of every recent Nike found footage spot. Even 4 or 5 years ago the Nike commercials WK were banging out were on a different level to anything in the past couple of years. Find your greatness, the switch, short a guy. I miss the old Nike.
Rising Star
I miss Kanye-free references.
Yeah I’m gunna be honest, I really don’t get the hype over their latest manifesto 🤔. Maybe I’m missing something though
This webpage page shows the same thing done in films dating as far back as 1927
https://filmglossary.ccnmtl.columbia.edu/term/split-screen/
Pro
Link to Goodby work?
I personally think it’s the level of craft. So much work to sync and find all those Nike moments. I’m sure there was so much color grading, tracking, editing and vfx work not to mention all the associate editors to sort through 4000-5000 hours to make this short spot.
The content of the VO is boilerplate Nike wk writing. Nothing out of the ordinary. The VO talent (Megan Rapinoe) adds to the story immensely. In Nike world context is everything.
How they extended the previous campaign. Nice work on the media and strategy planning.