Nike Human Chain

Nike has launched “Human Chain”, a commercial celebrating the place of perseverance in athletic disciplines, coinciding with the opening of the Vancouver 2010 Winter Olympics. Nike is an official supplier for Vancouver 2010, but does not name the games or feature specific Winter Olympians. Instead we’re given a range of Nike ambassadors: South African runner Oscar Pistorius, Spanish footballer Sergio Aguero, American basketballer Deron Williams, tennis player Maria Sharapova, BMXer Mike Spinner, martial artist Quinton “Rampage” Jackson, San Diego Charger LaDainian Tomlinson and cyclist Lance Armstrong alongside lesser known athletes as they all connect in one continuous chain of motion.

Nike Human Chain legs

From Lance Armstrong on his bike, to a six-year-old in China learning martial arts, movement is the universal language that connects us all. It’s a language of beauty, drama, tragedy and triumph. And the road to athletic greatness is not marked by perfection, but the ability to constantly overcome adversity and failure.

Click on the image below to play the video.

Music is “Ali in the Jungle”, a track by British band The Hours. “It’s not how you start, it’s how you finish. It’s not where you’re from, it’s where you’re at. Everybody gets knocked down, how quick are you going to get up?”

Fans are invited to share their “Just Do It” story at


The Human Chain was developed at Wieden+Kennedy, Portland by executive creative directors Mark Fitzloff, Susan Hoffman, creative directors Alberto Ponte, Jeff Williams, copywriter Jason Bagley, art director Ryan O’Rourke, agency executive producer Ben Grylewicz, agency producers Cherie Appleby, Shannon Worley.

Filming was shot by director Brian Beletic via Smuggler, New York and Los Angeles, with executive producers Lisa Rich, Brian Carmody and Patrick Milling-Smith, head of production Laura Thoel, line producers Suzanne Hargrove, Tim Kerrison, Dave Bernstein, directors of photography David Lanzenberg, Matthew Libatique, and production designer James Chinlund.

Editor was Angus Wall at Rock Paper Scissors with producers Mike Goble and Tricia Sanzaro, post executive producers CL Weaver and Linda Carlson Wall.

VFX was done at MassMarket by lead Flame artist Nick Tanner, Lead VFX supervisors Chris Staves and Laurent Barthelemy, executive producers Justin Lane and Angela Bowen, producer Nancy Nina Hwang, Flame artists Mark French, Jamie Scott, Chris Staves, Tim Farrell, David Parker, Julian Ford and Joanne Unger, Previz artists Jason Goodman, Boris Ustaev and Pixel Liberation Front, AE compositor Danny Kamhaji, CG lead Jacob Slutsky, CG artists Jason Vega and Andy Hara.

Sound was designed by Brian Emrich at Trinitite Studios and Ren Klyce, and mixed by Jeff Payne at Eleven Sound with producer DJ Fox Engstrom.