AWAKEN THE PHANTOM

TitleAWAKEN THE PHANTOM
BrandNIKE
Category A09. Sound Design
Product/ServiceNIKE PHANTOM
Entrant GRAND CENTRAL RECORDING STUDIOS London, UNITED KINGDOM
Idea Creation WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
PR WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
Production BLACK LABEL PRODUCTIONS London, UNITED KINGDOM
Production 2 THE QUARRY London, UNITED KINGDOM
Production 3 THE MILL London, UNITED KINGDOM
Production 4 MASSIVEMUSIC Amsterdam, THE NETHERLANDS
Production 5 GRAND CENTRAL RECORDING STUDIOS London, UNITED KINGDOM
Credits
Name Company Position
Raja Sehgal Grand Central Recording Studios Director of Sound
Eric Quennoy Wieden + Kennedy Amsterdam Executive Creative Director
Mark Bernath Wieden + Kennedy Amsterdam Executive Creative Director
Craig Williams Wieden + Kennedy Amsterdam Creative Director
Evgeny Primachenko Wieden + Kennedy Amsterdam Creative Director
Riccardo Rachello Wieden + Kennedy Amsterdam Art Director
Jake Barnes Wieden + Kennedy Amsterdam Copywriter
Joe Togneri Wieden + Kennedy Amsterdam Head of Broadcast Production
Elissa Singstock Wieden + Kennedy Amsterdam Broadcast Producer
Sanne Van Hattum Wieden + Kennedy Amsterdam Assistant Producer
Matthew Vaughn Black Label Productions Director
George Richmond Black Label Productions Director of Photography
Tim Wild Black Label Productions Producer
Dom Freeman Black Label Productions Executive Producer
Paul Watts The Quarry Editor
Patrick Walsh The Quarry Edit Assistant
Tor Adams The Quarry Producer
Adam Droy The Mill 3D Lead Artist
Gianluca Di Marco The Mill 2D Lead Artist
Dan Adams The Mill 2D Lead Artist
James Bamford The Mill Colourist
Thomas Mangham The Mill Colour Assistant
Gemma Humphries The Mill Executive Producer
Alex Fitzgerald The Mill Executive Producer
Sean Francis The Mill Producer
Supreetha Murthy The Mill Line Producer
Dan Crozier The Mill Production Coordinator

Tell the jury about the elements of sound design.

Working with the CDs and ECDs, the aim was to create a sound design that was as extensive and bombastic as the VFX lent it to be. Each scene climaxes within itself, before drawing quiet at the start of the next scene and building again. The sound design therefore needed to build within each scene as well as building from front to end of the entire commercial. The film climaxes with the suck out through the wormhole to silence. It is a dynamic soundscape, carried by the music mash-up of Justice songs “Genesis" and "Heavy Metal".

Write a short summary of what happens in the film

Nike's tongue-in-cheek campaign promoting the new PhantomVSN football boot tells the story of a mysterious player who, through word of mouth, becomes an urban legend of terrifying proportions. The epic 2.5 minute film - to warn the world of the boot’s deadly precision - features Phantom players Philippe Coutinho, Kevin De Bruyne and Mal Pugh; football icons Ronaldinho, Neymar, Gennaro Gattuso and Andrea Pirlo; Nigerian rap star WizKid, his posse Legendury Beatz, and Tiwa Savage.

Cultural/Context information for the jury

Ahead of the film’s launch, a social campaign of more than 200 pieces of content also seeded supernatural myths - using the hashtag #AwakenThePhantom - around real Phantom players and the boot. The film itself was launched by the players themselves on their respective social media channels using the copy "Be the one they fear. Watch the film now - link in bio" and the hashtags #AwakenThePhantom #NikePhantom. The link took the viewer to Nike Football's Youtube channel where they could watch the film. Beneath the film Nike directed viewers to the Nike website to purchase the football boot itself, using the copy "The new Nike PhantomVSN is available now at http://www.nike.com/phantom"