Experimental
The protagonist wakes up in a forest maze – captured between trees. He lies on the forest floor, crawling with his hands forward. His hands and arms are soiled. He hears voices – whispering. He jumps up and screams. Flexes his muscles and rips of branches from the trees. He fires up a bengal and runs through the thicket. Then he stops – frozen in the middle of a clearing. Across from him, stands his doppelganger. They look at each other. The protagonist reaches with his arm after the other man. The doppelganger disappears. Our protagonist collapses, winds in circles on the forest ground. Total silence. Molecules meander along his body. His brain opens and he jumps up and disappears in the dark forest.
Inspired by Michel Houellebecq's poem Resistance Of Light we wrote an abstract story full of dark phantasy and Freudian illusions. In the thicket of the forest, the protagonist errs in search of himself and remains trapped in a gloomy bunker. At the beginning, we asked ourselves what form of narrative is able to break the established structures of commercials and how far one can slide into artistic abstractions in this context. Nike seemed to be the right partner for us, as their brand, backed by clear clichés and values, is almost impossible to break out of its own cosmos. What started as an experiment quickly developed into a project with particular emotionality for everyone involved. As creative people, we quickly realized that breaking with the advertising tradition offers an opportunity. A chance to challenge the needs of customers and, in the spirit of Edward Bernays, to bring out the magic of the psychology of the consumers and their underlying feelings.
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We love to create provocative and memorable visuals. For Nike we produced a fictional spot that explores the limits of what is reasonable and reinterpreted Michel Houellebecq's Lyric.
