The Mill and Wieden+Kennedy teamed up to launch the 'Train It True' campaign for Nike with 'Never Finished,' starring Richard Sherman and directed by Mark Romanek of Anonymous Content.
This theatrical ad brings out the humor in the media buzz over whether Sherman, defensive back for the Seattle Seahawks, is 'the best' player in the NFL - and the man himself is happy to play along.
Director:
Mark Romanek
Production Company:
Anonymous Content
Agency:
Wieden+Kennedy
Lead 2D artist John Shirley spoke to us about the concept behind the spot. "The basic idea for 'Never Finished' is to show how one person's words can have an effect on others. Richard Sherman gave an interview last year during one of the championship games where he claimed to be the best player in the game, and he took a lot of heat for it. This is a play on that. It opens on a similar scene to the 2014 interview. His words follow him throughout the spot: his iPod plays songs with the word 'best' in them, fans taunt him, people make music videos and movies about him…but it just makes him train harder so he can live up to the hype he's created."
On a serious note, Shirley adds: "It was a great shoot. Not every day you get to watch girls twerk up on a real Sherman tank painted Nike green."
Catch the second spot in the campaign here.
Agency: Wieden+Kennedy
Creative Directors: Alberto Ponte, Ryan O'Rourke
Copywriter: Brock Kirby
Art Director: Lee Jennings
Producer: Endy Hedman
Executive Agency Producer: Matt Hunnicutt
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
Director of Photography: Philippe LeSourd
Line Producer: Aris McGarry
Editing Company: Exile
Editor: Kirk Baxter
Assistant Editor: Nate Gross
Post Producer: Toby Louie
Post Executive Producer: CL Weaver
VFX & Design: The Mill
Senior Executive Producer: Sue Troyan
Producers: Christina Thompson, Adam Reeb
2D Lead Artist: John Shirley
2D Artists: Stefan Smith, Brad Scott, Jake Albers, Kevin Flores, Jeannie Huynh (Remedy)
3D Artists: Rasha Shalaby, Andy Wheater, Sun Chung
Telecine Producer: Natalie Westerfield
Production Coordinator: Kris Drenzek
Sound Design Company: Barking Owl (Sound Designer: Michael Anastasi, Executive Producer: Kelly Bayett)
Music Company: Walker (Executive Producer: Sara Matarazzo)
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