The two-minute film premiered internationally on April 29 coinciding with the Champions League semi-final between Manchester United and FC Barcelona. Helping Nike in its mission to be the number one brand in the worlds number one sport is a great opportunity. The hero, a star for his amateur club, is spotted by Arsenal manager Arsene Wenger and recruited to play against the worlds best, including Cristiano Ronaldo, Zlatan Ibrahimovic, Ruud Van Nistelrooy, Ronaldinho and Wayne Rooney.
The two-minute film is shot from the POV of the player himself so the viewer experiences a life of success and failure, grit and glamour, plus the concussions, knocked-out teeth and rigorous training that come with the territory.
LOS ANGELES & AMSTERDAM, Netherlands–(BUSINESS WIRE)–Take it to the next level is the challenge leveled in the new global football initiative created by 72andSunny and Nike to inspire, motivate and help footballers become better. The cornerstone of the launch is a two-minute film directed by Guy Ritchie called The Next Level, which takes viewers literally inside the head of a rising football star competing against the worlds top athletes and clubs.
Taking your game to the next level is the obsession of every footballer, whatever your ability. We wanted it to be intense, aggressive and real: Equal parts ballet and train wreck, added Cole. Editor: Healy Snow Editor Ex Producer: David Glean .
72andSunny has been an all-round creative and strategic partner who translated our football mission into a fresh and exciting campaign that will touch the heart of football crazy teens, said Paolo Tubito, brand communications director at Nike.
72andSunny is a brand strategy, design and advertising company with offices in Los Angeles and Amsterdam. Not surprisingly, Guy Ritchie came to mind.
The campaign is supported by print, online content, television, cinema and outdoor components that dimensionalize the idea across a range of players and scenarios. Our job is to provide inspiration to help them get there, said Glenn Cole, co-founder of 72andSunny. 72andSunny was fast, collaborative and creative, from start to finish. Dedicated to unleashing creativity across all platforms, 72andSunny works with the international brands defining modern culture today, including Discovery Channel, Nike, Bugaboo and Microsoft Zune. www.72andsunny.com
Credits The Next Level
Nike Credits (Nike EHQ):
Director of Brand Communications: Paolo Tubito Senior Advertising Manager: Adam Collins Advertising Manager: Colin Leary 72andSunny Credits:
Producers: Sam Baerwald, Angelo Ferrugia CDs: John Boiler, Glenn Cole, Jason Norcross, Bryan Rowles Brand Team: Alex Schneider, Evin Shutt Production Credits:
Production Company: Anonymous Content Director: Guy Ritchie Executive Producer/Head of Commercials: Dave Morrison Head of Production: Sue Ellen Clair Producer: Aris McGarry Post Production Credits:
Visual Effects: The Mill Lead Artists: Chris Badger, Giles Cheetham Executive Producer: Gabrielle Gourrier Deputy Executive Producer: Helen Hughes Music Editor/Remixer: Junkie XL Music Editor Producer: Michiel Groeneveld Composer: Eagles of Death Metal Sound Design: Phaze UK Sound Designer: Matt Collinge Audio: Lime Engineers: Rohan Young, Loren Silber, Joel Waters Editorial: Spot Welders Editor: Robert Duffy Editor Producer: Carolina Wallace Asst
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