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14 January 2020

Sterling progress.

by Andrew MacGregor

Nike: “Raheem” - 90s

M16 tattoos and the odd ‘laughing gas’ experiment haven’t stopped Raheem Sterling from becoming one of English football’s leading talents. Recent stands against racism in football have only seen the Manchester City forward’s stock grow further, so it’s little surprise to see him front his own Nike film.

Ably shot by director Billy Boyd Cape and DP Molly Manning Walker, the ad finds Sterling in a contemplative mood, musing on how a “naughty kid from Brent” must bend the rules to achieve their goals. Crucially, he’s not just talking about himself.

The point is that seemingly any of the ad’s young supporting cast can do what Sterling has done. It’s a win-win situation: they get their name on the back of an England shirt, and the brand have a new ambassador ready to go. After all, Raheem Sterling won’t be around forever.

Creative Agency: Wieden + Kennedy Ⓟ Ⓦ
Film Production: Academy Films Ⓟ Ⓦ
Director: Billy Boyd Cape Ⓟ Ⓦ
Cinematographer: Molly Manning Walker ♀
Editor: Stephen Dunne Ⓦ @ tenthree Ⓟ Ⓦ
Post Production: Time Based Arts Ⓟ Ⓦ
Sound Designer: Sam Ashwell Ⓦ @ 750MPH Ⓟ Ⓦ

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