Nike 6.0: James

Sandymontana Portland OR created and produced a series of national television and web advertisements for the Nike 6.0 action sports Fall ‘09/Winter ’09 apparel line. The campaign began airing during the 2009 Summer Dew Tour on NBC, MTV2 and the USA Network, and will roll out through Feb. during the Winter Dew Tour. The ads will continue in general rotation on FUEL TV through May ’10. The campaign includes seven TV ads, six web ads and four behind-the-scenes mini features. Director Adam Long created the “Bring It Together” concept, which highlights BMX stars Nigel Sylvester and Garrett Reynolds, Motocross legend James Stewart, and Olympiad Snowboarder Mason Aguirre. Each piece juxtaposes the professional and personal aspects of these action sports champions - using specialized techniques such as motion-control photography, photo doubles and compositing - to create an illusion of the two “sides” of each rider interacting with one another.


Creative Commentary
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“These athletes are all real and personable guys, and they were born of the same sub-culture that their fans are a part of,” said Sandymontana director Adam Long. “We wanted to highlight that by letting the athletes tell a bit of their own stories. Nike sets the bar high and it’s cool that they’ve been so supportive throughout the process.”