| Title | YOU'RE IT |
| Brand | NIKE |
| Product/Service | NIKE KIDS |
| Category |
B03. Sound Design |
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Entrant
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GRAND CENTRAL RECORDING STUDIOS London, UNITED KINGDOM
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Idea Creation
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WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
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Production
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WIEDEN+KENNEDY AMSTERDAM, THE NETHERLANDS
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Post Production
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GRAND CENTRAL RECORDING STUDIOS London, UNITED KINGDOM
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Credits
| Raja Sehgal |
GCRS |
Director of Sound Design |
Write a short summary of what happens in the film
A unique spin on the classic game of 'tag', this film reminds kids they have 'the power' by creating a sisterhood that’s fuelled by movement. Ultimately, it’s a lesson in young female empowerment and from the start its story and characters totally captivate you.
Cultural / Context information for the jury
The ad cleverly appeals to a range of audiences. For the older generation, arguably parents, it references and builds on the iconic Nike commercial ‘Tag’ from 2001. This time, Nike spins things on its head to bring things up to date for 2020, now appealing to a kids audience by delivering a high energy spot visually and aurally through the use of live action, gaming and animation elements.
Tell the jury about the elements of sound design.
Stating the obvious, Nike’s first mainstream commercial aimed at kids needed sound design that would appeal to kids. It had to complement the live action and animation. It needed to be wacky and dynamic to match the performances from the young cast whilst getting the viewer’s adrenaline pumping.
After finding the right sound for the “you’re it” tag, the next step was to build the excitement level for each scene. Differing visual styles meant each sound had to be unlike the one before; gathering pace to reach its crescendo. Numerous sfx were created from scratch: traditional cartoon, retro games, weird theremin. Nothing was too zany or too funny.
The final challenge was to blend these elements to create a seamless sound design which told the story rather than an unwholly mess that detracted from it. We believe that we have achieved this and are very pleased with the final mix.