The Esports industry has boomed over the past few years, with tens of millions tuning into League of Legends World Championship worldwide. But while pro gamers have become a large part of youth culture, the lifestyle of a modern gamer sometimes has consequences for both body and mind, says a new campaign from Nike created by Wieden+Kennedy Shanghai.
Nike’s first Esports ad takes place in a special gamer training camp, where LPL legend UZI and his workout guru NXT push gamers to reach their full potential with a series of increasingly crazy workouts. The film launched in China prior to this year’s League of Legends World Championship, which was hosted in Shanghai.
“Our goal is to inspire gamers with a non-stop entertaining film,” said Wieden+Kennedy Shanghai creative director Jeff Fang. “We don’t want to preach. And most people don’t like to be told ‘go work out.’ But gamers are incredibly competitive. Top players put in 16 hour days, six days a week – which can take a massive toll on their body. We believe strengthening their bodies and minds can help take their game to the next level.”
“Gamers’ brains get bombarded with stimuli all day long,” added Wieden+Kennedy Shanghai creative director Matt Meszaros.”So we needed to wow them or lose them.”
The film will likely spark discussion over Nike’s place in the Esports world.
Credits
W+K Shanghai
Executive Creative Director: Ian Toombs, Vivian Yong
Creative Director: Jeff Fang, Matt Meszaros
Copywriter / Art Director: Gem Xu / Jing Qiu, Josh King
Producer(s): Raymond Lau
Account Team Member(s): Chuck Xu, Xueer Ren, Elaine Weng
Head of Strategy Planning: Renee Zhang
Senior Planner: Chris Kirkup
Junior Planner: Bart An
Business Affairs: Jessica Deng
PRODUCTION COMPANY
Production Company: The Loft Films
Director: Adam Lau
DP: Allen Lv
Executive Producers: Geok Lem
EDITORIAL
Editor: Song Yang
VFX
Company: MPC
Creative Director: Barry Greaves
CG Supervisor: Paolo Gnoni, Jacob T. Oommen
2D Supervisor: Barry Greaves, David Rouxel
Producer: Chris Li
Line Producer: Chanakya Chander
Production Coordinator: Sririthika Iyer, Taruna Sehgal
Lead Compositor: Marielle Santens
Compositors: Yao Zhang, Minnie Chen, Chloe Gao, Balakrishnan Ramadoss, Shalwin Shaiju, Vipin Tripathi, Iman Javaherypour
Motion Graphics: Neo Chu
FX Team: John Svenson, Imen Zhu, Kyle Wang, Alok Dwivedi Asset Team Aram Hakze, Cherish Zhou, Cathy Xi, Jaspreet Kaur Dua DMP Team Taylor He, Shanmugavel V, Winnie Sharma Animator Alexey Petryaev, Ambalika Nandy
Lighting Lead: Yao Zhang
Matchmove: Elangovan G, Trace-VFX
Roto and Cleanup: Robin Liu, Arulanandhan P, Bijeesh K U, Prasanth Palaparthi, Karthikeyan M D, Trace-VFX
COLOR
Colorist: Nikola Stefanović
Assistant Colorist: Agua Jiang, Christine Wang, Eric Ju
SOUND DESIGN
Sound Design Company: Lime Studios (LSD)
VO
Company: Ker Sound Studios Shanghai
VO Coordinator: Lena Zhou
VO Recording Engineer: Lynn Lai
MIX
Company: Ker Sound Studios Shanghai
Re-recording mixing engineer: Benjamin L’hôtellier
Sound Editor: Lynn Lai Music Editor Greg Yu, Akira Terao Project manager Akira Terao
