"Run It"

27 January 2018

2 mins 45s

Run Hard, Play Hard

This kinetic ad for Nike is inspired by the Winter Olympics - held this year in Pyeongchang, South Korea. The edgy film - directed by collective We Are From LA - is accompanied by music from Jay Park, Jessi, and Woo Won-Jae, whose heavy beats and rapid fire lyrics set the pace for all the frozen action we can handle.

A mixture of both music promo and ad, the film takes winter sports to the streets as we see snowboarding, skiing, and ice hockey - along with less seasonal sports including football and baseball - adapt to urban surroundings. There's a heavy dose of home town culture too, with innovative sections celebrating the animation and video games the country is known for on the world stage.

It all makes for an extremely compelling and eclectic piece of work, as dance clubs and tattooed hipsters mix with boxing champions and body-popping pre-teens. With astute direction and slick production, this film knocks it out of the park.

South Korea

Sportswear