Nike: BLACK MAMBA by @radical.media, Wieden + Kennedy Portland for Nike

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Nike: BLACK MAMBA

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Industry Sportswear, Athletic Footwear & Accessories
Media Film
Market United States
Agency @radical.media
Director Robert Rodriguez
Executive Creative Director Susan Hoffman
Producer Line Producer Mala Vasan, Production Ep's Frank Scherma Donna Portaro
Editor Angus Wall
Agency Wieden + Kennedy Portland
Executive Creative Director Mark Fitzloff
Creative Director Ryan O'rourke, Alberto Ponte
Art Director Mike Warzin
Copywriter Sheena Brady Brandon Pierce
Account Supervisor Karrelle Dixon, Ryan Johnson
Production A52 USA
Released June 2011

Awards

Cannes Lions 2011
Film Craft Lions Editing Bronze

Credits & Description

Type of Entry: Film Craft
Category: Editing
Title: BLACK MAMBA
Advertiser/Client: NIKE
Product/Service: NIKE
Entrant Company: ROCK PAPER SCISSORS Santa Monica, USA
Advertising Agency: WIEDEN+KENNEDY Portland, USA
Executive Creative Director: Mark Fitzloff/Susan Hoffman Ecd's
Creative Director: Alberto Ponte Ryan O'rourke
Art Director: Mike Warzin
Copywriter: Sheena Brady Brandon Pierce
Agency Producer: Erin Goodsell | Ben Grylewicz (Ep)
Advertiser's Supervisor: Advertiser's (Nike) Supervisor: Todd Pendleton/Colin Leary/Tony Hellberg
Planner: Chris Cummings
Account Manager: Lauren Rodwell
Account Supervisor: Karrelle Dixon/Ryan Johnson
Production Company: @radical.media Santa Monica, USA
Director: Robert Rodriguez
Producer: Line Producer Mala Vasan/Production Ep's Frank Scherma Donna Portaro
Editor: Angus Wall
Sound Design/Arrangement: Robert Rodriguez
Post Production: A52
Special Effects/Computer Graphics: Hybrid/The Mill
Other Credits: Editorial Ep's Linda Carlson/Carol Lynn Weaver
Brief Explanation:
“Kobe Bryant is the star the Hollywood stars come out to see. When it was announced the 2011 NBA All-Star Game would be held in Los Angeles, we decided to bring to life Kobe Bryant’s alter ego, The Black Mamba, in a way fitting for the Hollywood star he is.
Our goal was to support the new Kobe VI shoes by merging Hollywood and sports in a way only Nike can. The agency worked closely with the director on a short film to dimensionalize the attributes of Kobe’s game that make him deadliest predator on the hardwood. The film stars such cultural and Hollywood icons as Bruce Willis, Kanye West and Danny Trejo.
Much like a major motion picture, we drove consumers in the US and China to RSVP for the online premiere of the film months in advance via broadcast trailers, cinema lobby posters, print, large-scale outdoor, and digital mediums."
From YouTube:
“They thought it'd be an easy battle...they thought wrong.
The Black Mamba.
Starring Kobe Bryant, Bruce Willis, Danny Trejo and Kanye West.
A Nike Basketball Production.”