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Nike - Dare To Become

Nike wanted Chinese football players -and football fans- to dream big. Hamlet produced this commercial for Wieden + Kennedy Shanghai. 'Dare to become' is directed by Ian Pons Jewell and was launched in China during the last week of the 2018 World Cup. Having reached 170 million views in just a couple of days after launching, the spot is now the most viewed Nike on-line commercial worldwide.


Advertiser: Nike China

Brand: Nike

Brand Communications Manager: Andy Liu

VP, Marketing: Steve Tsoi

Senior Creative Director: Simon Lee

Brand Communications Director: Che Lin

Creative Agency

Creative Agency: W+K Shanghai

Copywriter: Josh King, Max Pilwat

Art Director: Josh King, Max Pilwat

Planner: Kris Kirkup

Producer: Fang Yuan, Angela Liu

Executive Creative Director: Ian Toombs, Vivian Yong

Head of Integrated Production: Sanne Drogtrop

Business Director: Dino Xu

New Business Director: Jessica Sinn

PR Manager: Rachel Xiao

Head of Designers: Fish Ho

Head of project management: Nicole Bree

Senior Account Executive: Xueer Ren

Senior Planner: Leon Lin

Business Affairs: Jessica Deng, Kathy Zhan

Designer: He Fan

Executive Producer: Bernice Wong

Production Company

Production Company: HAMLET

Executive Producer: Jason Felstead, Ruben Goots

Director: Ian Pons Jewell

DOP: Ben Fordesman

Football Tech: Eddie McClements

Production Service

Production Service Company: Filmate

Executive Producer: Priscilla He

Producer: Sami Xia, Tim Zhang, Joe Shen


Edit Company: Cut+Run

Editor: Sam Bould

Edit Assistant: Megan Thorne

Post Production / VFX

Post Production Company: MPC Shanghai MPC Bangalore

VFX Supervisor: Barry Greaves


Music Company: Human

Composer: James Leibow, James Dean Wells


Sound Company: Trim, Big Knows

Category: Events, Sports and leisure

Genre: Action, Comedy, Visual VFX