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Creative

Nike Breaks Boundaries for Equality in Emotive New Spot from W+K Portland

Prettybird's Melina Matsoukas directs LeBron James and Kevin Durant in powerful new ad

Nike Breaks Boundaries for Equality in Emotive New Spot from W+K Portland

​Nike's voice continues today with the launch of 'Equality​,​' in which Nike encourages people to take the fairness and respect they see in sport and translate them off the field. Featuring Kevin Durant and LeBron James, the emotive new ad was created by W+K's Portland office, and directed by Melina Matsoukas out of Prettybird.

How can we play by the rules of equality, fairness, and mutual respect within these lines, yet struggle to reach these ideals outside of them? What changes when we draw lines on strips of asphalt and patches of turf? How come we can bond with those who are different from us here, but find it so difficult elsewhere? They are questions that athletes of all races, religions, genders, and orientations wonder about when they step away from the playing field. They are questions we should all ask ourselves.

Beyond asking the tough questions, this piece aims to inspire hope that the ideals we’ve envisioned for our society are achievable. If we can be equals on the field of play, we can be equals everywhere. 

Creative Agency

Creative Agency: W+K Portland

Creative Director: Chris Groom, Antony Goldstein

Copywriter: Kervins Chauvet

Art Director: Nate Nowinowski

Producer: Julie Gursha

Designer: Seth Shelman

Business Affairs: Dusty Slowik

Project Manager: Andrea Nelsen

Director of Integrated Production: Matt Hunnicutt

Account Management: Chris Willingham, Alyssa Ramsey, Hannah Hewitt, Patrick Gulliford

Studio Manager: Alicia Kuna

Strategy: Nathan Goldberg

Associate Producer: Emily Knight

Media Planner: Reme DeBisschop, Geoff Scoones, Justin Bradley

Production Company

Production Company: Prettybird

Executive Producer: Suzanne Hargove

Director: Melina Matsoukas

DOP: Malik Sayeed

Line Producer: Jonathan Wang

Offline

Edit Company: Joint Editorial

Editor: Peter Wiedensmith

Edit Assistant: Dylan Sylwester, JB Jacobs, Kevin Alfoldy, Eddie Mikasa, Doug Scott

Producer: Jen Milano

Executive Producer: Leslie Carthy

Post Production / VFX

Post Production Company: The Mission

Colourist: Tom Poole

VFX Supervisor: Patrick Ferguson, Gray Marshall

Producer: Diana Cheng

Flame: Michael Vaglient, Susanne Scharping, Ed Black, Adam Flynn

Telecine: Company 3

Animation: Piotr Karwas

Managing Director: Michael Pardee

Music

Music Supervision: Walker

Executive Producer: Sara Matarazzo, Melissa Elston

Sound Engineer: Ann Mincieli

Mix: Jeff Payne @ Eleven

Producer: (Senior) Abbey Hendrix, Kelly Bayett

Sound Design: Morgan Johnson @ Barking Owl

Category: Clothing/fashion , Sports

Genre: Dialogue , Storytelling