Nike Outdoor Shanghai Fast, 2 by Wieden + Kennedy Shanghai

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Shanghai Fast, 2

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Industry Sportswear, Athletic Footwear & Accessories
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market China
Agency Wieden + Kennedy Shanghai
Executive Creative Director Ian Toombs, Vivian Yong
Creative Director Erwin Federizo
Art Director Max Pilwat
Copywriter Arlene Lu, RunQ Zhang
Creative Marula Vaz
Production Stink
Director Nicolas Winding Refn
Released November 2017

Credits & Description


Executive Creative Director: Ian Toombs, Vivian Yong
Creative Director: Erwin Federizo
Art Director: Max Pilwat
Copywriters: Arlene Lu, RunQ Zhang
Sr. Experiential Creative: Marula Vaz
Head of Integrated Production: Sanne Drogtrop
Executive Producer: Bernice Wong
Senior Producer: Raymond Lau
Post Producer: Jacob Lincoln, Fang Yuan
Art Producer: Angela Liu
Senior Editor: Leon Yan
Senior Planner: Leon Lin
Junior Planner: Carina Huang
Business Director: Dino Xu
Associate Account Director: Jim Zhou
Senior Account Manager: Qinna Ye
Account Manager: Shawn Kai
Senior Account Executive: Xueer Ren
Head of Project Management: Nicole Bee
Business Affairs: Jessica Deng, Kathy Zhan
Head of Design: Fish Ho
Designers: Deer CL, Fan He, Meng Ke, Benson Pang
Production Manager: Vic Zhang, Stone Xue
Digital Imaging Artist: Changqing Lee
FA Artist: Austin Hu
Marketing Director: Jessica Sinn
PR Manager: Evelyn Hsu

External Credits

Production Company: STINK SHANGHAI
Director: Nicolas Winding Refn
1st Assistant Director: Jo Chan
Second Assistant Director: Gary Hua
Director of Photography: Adolpho Veloso
Main Camera Operator: Florian Hatwagner / Gimbalninja
Camera Operator II: Myron Mance
Managing Director / EP: Desmond Loh
Executive Producer: Brenda Tham
Line Producer: Julie Chen, Li Jia
Production Manager: Allen Tsao
Art Director: Chang Hsiao Shu
Wardrobe Stylist: Julian Mei, Damian Huang
Sports Coach: Eddie McClements / Playmaker
Casting: Ariel Sheng / Aplus Casting

Editorial: LOST PLANET
Editor: Saar Klein
Editor: Jason Hinkley
Assistant Editor: Lee Bacak
Producer: Evan Cunningham, Aimee Hinkley
Executive Producer: Gary Ward

Color: COMPANY 3
Colorist: Tom Poole
Producer: Alexandra Lubrano

Creative Director: David Parker
Lead Flame Artist: Tim Bird
Flame Artist: Matt Trivan
Flame Artist: Scott Johnson
Flame Artist: Jameson DeSantis
VFX Producer: David Won
Executive Producer: Nancy Hwang

Music + Sound:
Composer: Cliff Martinez
Composer: Tim Lincoln (Teaser)
Sound Design + Mix : Aaron Glascock

Production Company: Amanacliq
Photographer: Pari Dukovic
Wardrobe Stylist: Victoria Mesenbrink
Executive Producer: Desmond Sng
Producer: Sky Xu

For the Shanghai Marathon, Nike China launches “SHANGHAI FAST”
celebrating the speed of Shanghai and the incredible athletes who run it.

The Shanghai marathon is one of the most important in China, and every year runners join from all over the world. So this year Nike will celebrate the speed of the city and the people in it with a brand new campaign,
“SHANGHAI FAST.” Shanghai is one of the fastest moving, most prosperous cities in the world.
Being an athlete here means pushing yourself even harder which isn’t easy.

So Nike challenged athletes before the upcoming Shanghai Marathon – provoking them to live up to it’s speed – and be “SHANGHAI FAST.” The ninety-second film features a female runner at the end of a mundane run suddenly taunted by a series of mysterious city locals that challenge her to keep up with their speed.

“What unfolds in this simple idea is an evolution to an adrenaline-fueled chase sequence; capturing not only the physical mechanics and intrigue of a classic film chase through the streets, alleyways, and rooftops of the city, but also the unmistakable beauty and spirit of old and new Shanghai. This film is just as much a love letter to the city of Shanghai as it is a motivating Nike ad.” Said Erwin Federizo, Creative Director from W+K Shanghai.

As our heroine reaches the end of the chase, she glances back to find she is now the one being pursued by a horde of runners all gunning for her place as the new leader. A twisted reminder that in Shanghai, fast is just the beginning.

The film was directed by visionary film director Nicolas Winding Refn (Drive, Bronson, Only God Forgives), known for his ability to breathe life into the cities in which his films take place. His signature use of neon lighting highlights the modernity of the city as we move from Shanghai’s traditional lane houses to its highest skyscrapers, a reflection of the city’s own personal growth.

The campaign kicked off with a city-wide take over, activating a variety of traditional and non-traditional OOH, interactive neon installations along popular running routes, social content, as well as in-store videos and graphics for the retail experience.

The artwork used for print executions was photographed by Pari Dukovic, whose adept use of camera movement and gel lighting delivers on strategy in the 2D media space and rounds out Nike and W+K’s push for the city’s dominance in the world of Fast.