Identity is There From the Start for Nike

published Mar 24, 2008
Identity is There From the Start for Nike
Laurent Chanez of Identity directs this inspirational Nike project for TV and web out of Wieden + Kennedy, Tokyo.

Shot in three countries, the premise is simple... everyone is on equal ground no matter the level of expertise.

The days of running in solitude are obsolete with the newest product to hit the market Nike+.

A device that tracks your runs through distance, time and calories burned, Nike+ is made to fit into the sole of Nike shoes and transmit information to an iPod Nano, the runners of the world can unite.

Owner/EP Joe Masi comments on the production, "This was an extremely challenging project in that we had very little time to shoot all the celebrity athletes.

We took a very guerrilla approach, opting to use cars and vans to shuttle the talent to various locations quickly instead of setting up a huge production hub and locking off shots.

It took an adept, spontaneous visual stylist with a keen eye for moments such as Laurent to pull this thing off - and I think the results speak for themselves."