RISE by Wieden + Kennedy Portland for Nike

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RISE

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Industry Sportswear, Athletic Footwear & Accessories
Media Film
Market United States
Agency Wieden + Kennedy Portland
Director Stacy Wall

Executive Creative Director Susan Hoffman, Matt O'rourke, Mark Fitzloff
Creative Director Ryan O'rourke, Alberto Ponte
Art Director Taylor Twist
Copywriter Caleb Jensen Eric Fensler
Producer Doug Halbert, Dina Oberley
Account Supervisor Karrelle Dixon, Alyssa Ramsey
Editor Spot Welders- Robert Duffy, Healy Snow
Production IMPERIAL WOODPECKER
Released June 2011

Awards

Cannes Lions 2011
Film Lions Corporate Image Silver

Credits & Description

Type of Entry: Product & Service
Category: Corporate Image
Title: RISE
Advertiser/Client: NIKE
Product/Service: LEBRON JAMES' IMAGE & BASKETBALL FOOTWEAR
Entrant Company: WIEDEN+KENNEDY Portland, USA
Advertising Agency: WIEDEN+KENNEDY Portland, USA
Chief Creative Officer: Dan Wieden/John Jay
Executive Creative Director: Mark Fitzloff/Susan Hoffman
Creative Director: Alberto Ponte/Ryan O'rourke
Art Director: Taylor Twist
Copywriter: Caleb Jensen
Agency Producer: Erika Madison
Advertiser's Supervisor: Todd Pendleton/Meiwa Tei/Omar Johnson
Planner: Rebecca Stambanis/Chris Cummings
Account Supervisor: Karrelle Dixon/Alyssa Ramsey
Production Company: IMPERIAL WOODPECKER New York, USA
Director: Stacy Wall
Producer: Doug Halbert (Exec Producer)/Dina Oberley (Line Producer)
Editor: Robert Duffy (Editor)/Healy Snow (Assistant Editor)
Sound Design/Arrangement: Stimmung - Gus Koven (Sound Designer)/Jack Catlin (Producer)/Ceinwyn Clark (Producer)
Music: Artist/Title: Jan Hammer/"crockett’s Theme”
Post Production: Public - Tony Smoller (Creative Director)/James Allen (Vfx Supervisor)/Rachel Kaminek (Vfx Producer)
Other Credits: Lime - Loren Silber (Mixer)/Mark Meyuhas (Mixer)/Jessica Locke (Producer)
Brief Explanation:
After LeBron’s summer free agency and "The Decision," his character was under fire. It became a necessity to wipe the slate clean and reframe the conversation. To do so, we created a :90 TV spot addressing LeBron’s critics head on. The result was a thought-provoking piece that fueled discussion and ultimately caused the public to reevaluate the expectations they had placed upon LeBron.