A nike story, not ad.
This is one of my favorite recent brand stories. It is a nike story created by one of my favorite directors too, Joseph Kosinski and is called “les jumelles”. It takes a futuristic and abstract path to connect with people using computers to create the whole image and feel. The more we delve into second life and avatar environments the more we will be seeing computer generated ads because simply they will look more and more familiar.
Here you can see it:http://www.josephkosinski.com/projects/movs/les_jumelles.html
Kosinski is the director/creator of two of the most distinctive ads of this year “Gear of War” created by McCann San Fransisco and “Halo 3″ ,both for XBOX.In these ads, in a weird way the viewer receives a vibe of emotional warmth and melancholy in contrast with the battle environment in which the ads take place. Is this the era where a video game hero should become emotional and fragile to connect with video gamers . Why not ? Additionally these two ads cunningly lure casual and nongamers introducing a cinematic and emotional element to the mayhem of war video games.That emotional element is conveyed successfully by the use of a warm and “universal” soundtrack “mad world” and by the use of the starry night and the kids idyllic stargazing at the beggining of the second ad. Kosinski is represented in the US by anonymous content and europe by independent . In the creation of the “Gear of war” David Fincher helped and they both collaborated with digital domain.
