Nike ‘Innovation’
WIEDEN+KENNEDY PORTLAND
The anatomy of a golf swing reveals a decade of Nike Innovation.
Showcasing the evolution of technology and sports, Motion Theory creates a living timeline as told through the swing of Paul Casey. As Paul begins his takeaway, the club head passes the lens at ground level to leave a ghosted trail of images of the technology in various stages of development. Luminescent engineering sketches, CAD designs, and diagrams become visible as we follow the backswing, and the whole chain moves with beautiful physics as if trailing in a liquid wake of the club. With art direction by Kaan Atilla, the spot, shot by two-time Academy Award Winner Janusz Kaminski, weaves animation, freehand artwork, and design with in-camera techniques to allow the viewer an ongoing glimpse of all stages of the product’s design history. At the top of Paul’s swing, the images freeze for a moment, against an ominous sky, before the downswing begins and the ball is rocketed into the distance.