Boston Red Sox third baseman Andre Agassi makes a dazzling play, boxer Lance Armstrong delivers a devastating punch, and gymnast Marion Jones nails a perfect landing to top off a complex vault. If you’ve seen these images on television recently, you weren’t hallucinating. You were viewing "What If?"—a mesmerizing :90 spot at the center of Nike’s new spring advertising campaign.
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CLIENT
Nike.
PRODUCTION CO.
Smith & Jones Films, Los Angeles.
Ulf Johansson, director; Carl Nilsson, DP; Philippa Smith, executive producer/line producer. Shot on location in Los Angeles and Anaheim, Calif.
AGENCY
Wieden+Kennedy, Portland, Ore.
Hal Curtis, creative director/art director; Mike Byrne, creative director/copywriter; Jennifer Smieja, producer; Annalise Meyer, production assistant.
STOCK FOOTAGE
Nickerson Research, Los Angeles.
Susan Nickerson, owner/researcher.
EDITORIAL
MacKenzie Cutler, New York.
Gavin Cutler, editor; Colleen Shea, assistant editor; Sunderland Procter, producer.
POST/VISUAL EFFECTS
Sea Level Visual Effects, Venice.
Dan Connelly, visual effects supervisor/executive producer; Celest Gilbert, executive producer; Ben Gibbs, Brian Buongiorno and Christel Hazard, visual effects/Inferno artists.
AUDIO POST
Eleven, Santa Monica.
Jeff Payne, mixer; Francine Boucher, assistant mixer; DJ Fox-Engstrom, executive producer; Erin Reilly, producer.
MUSIC
Elias Arts, bicoastal.
Jonathan Elias, creative director/composer; David Gold, creative director; Dayna Turcotte, head of production.
SOUND DESIGN
MacKenzie Cutler.
Marc Healy, sound designer.
