Nike presents the Jordan Brand in a range of team sport disciplines in “Slap”, a commercial also known as “Break to Build”. The ad takes us through a series of quick visual cuts and invigorating sounds, on the players’ journey to team-building and success, from the pain and frustration of pushing each other to the limit, to the elation and satisfaction that comes with making it out the other side. The spot won a Bronze Film Craft Lion for Editing at Cannes International Advertising Festival.
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The Break to Build ad was developed at Wieden+Kennedy New York by executive creative directors Kevin Proudfoot and Todd Waterbury, creative directors Derek Barnes and Keith Cartwright, copywriter Andy Ferguson, art director Ricardo Viramontes, head of production Gary Krieg; broadcast producer Dan Blaney, advertiser’s supervisor Alex Lopez, planner Neal Arthur, account managers Michael Dunn and Juan Reyes, account supervisor Julian Cheevers.
Filming was shot by director Rupert Sanders via MJZ Los Angeles, with executive producers David Zander and Eric Stern, line producer Caroline Pham, director of photography Greig Fraser, and production designer Tom Hartman.
Editor was Neil Smith at Spot Welders with assistant editor Anchor Mac, post supervisor Amanda Slamin, executive producer Tommy Murov. VFX were produced at MassMarket by post supervisor Kim Wildenburg, artist David Parker and Thibault Debaveye, executive producer Christine Schneider.