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26 June 2019

You can't stop us.

by Andrew MacGregor

Nike: “Further Than Ever” - 2 mins 10s

This Nike commercial is a sharp riposte to anyone who said "Let me give you a piece of advice" and thought the matter closed. Across two exciting minutes, we see China's up-and-coming female athletes mute the disapproving voice in their heads once and for all... and in style, too.

Director Ian Pons Jewell and DP Mauro Chiarello plant viewers in the centre of the action, constantly shifting from a first-person (or even first-ball) perspective to heightened depictions of tennis courts, ski slopes, and athletics tracks. The commentary, however, is less than complimentary.

Barbs from parents, teachers, and casual observers almost haunt the ad, yet the protagonists' sheer exertion and the odd playful look to camera are enough to blunt them. A brisk reminder that actions speak louder than words.

Film Production: Academy Films Ⓟ Ⓦ
Director: Ian Pons Jewell Ⓟ Ⓦ
Producer: Jon Adams
Production M'ger: Bugs Hartley
Cinematographer: Mauro Chiarello
Sound Recordist: Anthony Moore
Production Designer: Olly Williams Ⓟ Ⓦ (Vision Ⓟ Ⓦ)
Wardrobe: Victoria Mesenbrink
Choreography: Eddie Clements
Editor: Gaia Borretti ♀ Ⓟ Ⓦ @ The Assembly Rooms Ⓟ Ⓦ
VFX Shoot S'visor: Barry Greaves @ MPC Ⓟ Ⓦ
Sound Designer: Jon Clarke / James Utting @ Factory Ⓟ Ⓦ
Music Supervisor: Sean Craigie-Atherton @ Siren Ⓟ Ⓦ
Composer: Guy Farley @ Siren Ⓟ Ⓦ

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