Nike Unlimited Future

Nike opened its “Unlimited” campaign with “Unlimited Future”, a commercial set in a baby nursery. The ad opens to the faint music of Chopin’s Berceuse, Op. 57, playing from a plastic radio. on a nursery full of future sports stars, including diaper-clad LeBron James, Serena Williams, Neymar Jr, Zhou Qi and Mo Farah. Actor Bobby Cannavale enters dramatically. “Listen up, babies! Life’s not fair. You get no say in the world you’re born into. You don’t decide your name. You don’t decide where you come from. You don’t decide if you have a place to call home, or if your whole family has to leave the country. (Yeah, it’s messed up.) You don’t decide how the world judges a person like you. You don’t decide how your story begins. But you do get to decide how it ends. Yes!” The YouTube version ends with the rain tapping on the window, and a baby fist lifted high above the crib.

Nike Unlimited Future babies

Nike Unlimited Future Credits

The Nike Unlimited Future film was developed at Wieden + Kennedy, Portland, by global creative directors Alberto Ponte and Ryan O’Rourke, interactive director Dan Viens, executive producer Matt Hunnicutt, copywriter Josh Bogdan, art director Pedro Izique, agency producer Erin Goodsell, digital producers Patrick Marzullo, Keith Rice, strategic planners Andy Lindblade, Nathan Goldberg, Reid Schilperoort, media and communications planning team Danny Sheniak, John Furnari, Brian Goldstein, Jocelyn Reist, account team Chris Willingham, Alyssa Ramsey, Corey Woodson, Anna Boteva, Carly Williamson, working with Nike marketing team Ean Lensch, YinMei San, Amber Rushton.

Filming was shot by director Damien Chazelle via Superprime with executive producer Rebecca Skinner, head of production Roger Zorovich, line producer William Green, director of photography Rodrigo Prieto, production designer Melanie Jones, with Dan Bell Casting.

Editor was Eric Zumbrunnen at Exile with assistant editor Dusten Silverman, post producer Brittany Carson, executive post producer Carol Lynn Weaver, head of production Jennifer Locke.

Visual effects were produced at The Mill by 2D lead artist Adam Lambert, 2D artists Joy Tiernan, Jason Bergman, matte painter Rasha Shalaby, VFX producer Alex Bader, VFX coordinator Samantha Hernandez, executive VFX producer Enca Kaul, shoot supervisors Phil Crowe and Tim Rudgard, colourist Adam Scott, executive producer Thatcher Peterson and color producer Diane Valera.

Sound was designed at Barking Owl by sound designer Michael Anastasi, creative director Kelly Fuller Bayett, producer Ashley Benton. Sound was mixed at Lime Studios by mixer Rohan Young, audio assistant Ben Tomastik and executive producer Susie Boyajan.

Music composed by John Nau was produced at Beacon Street by executive producer Adrea Lavezzoli. Music, “Berceuse, Op. 57”, by Frédéric Chopin, was produced at Walker Music by arranger McKenzie Stubbert, executive producer Sara Matarazzo, senior producer Abbey Hickman, music coordinators Jacob Piontek and Marissa Hernandez. “Kicking Down Doors” by Santigold was supervised at Walker.