“Winning isn’t Comfortable” is the second chapter of Nike’s “Winning isn’t for Everyone,” extended through the lens of running. It is based on true insights and the realities that runner experience when they lace up their shoes.
It adds the perspective of how hard it can be to just get out the door and go for a run. The idea that if you don’t hate running a little, you don’t love running enough. It celebrates the need and opportunity to push outside a person’s comfort zone to discover what they can accomplish, emphasizing that true victory often requires pushing through uncomfortable moments.
Each film of the series builds on the tension that every runner faces–pushing through the morning dread, the elements outside, the pain of hitting a wall, or even walking down the stairs after a run or race–juxtaposed with the feeling of elation only runners know as they push themselves beyond what they thought possible.
The irreverence of the films–directed by Megaforce via production company Iconoclast for Wieden+Kennedy Portland–is in pairing visuals showing the mundanity of everyday struggles with music that brings to life a contradictory tension. This film, the first to be released, is titled “Sunshine” and shows the inclement weather and obstacles that runners encounter to the tune of “You Are My Sunshine.”
Credits
Client Nike Agency Wieden+Kennedy Portland Caleb Jensen, Blair Warren, executive creative directors; Naoki Ga, Gui Souza, art director/copywriter; Becca Taylor, group strategy director; Ollie Chakraverty, strategist-sr.; Orlee Tatarka, head of production; Kerli Teo, global executive producer; Mauricio Granado, executive producer; Grace Tsai Petrenka, executive art producer; Rosie Ollero, sr. art producer; Emily Bibey, visual research lead; Sarah Starr, executive design producer Shantanu Sharma, sr. designer; Charlie Hilton, Sophie Van Der Merwe, Elena Hernandez, designers. Production Company Iconoclast Megaforce, director; James Laxton, DP; Charles-Marie Anthorioz, managing director; Caroline Pham, exec producer; Joanna Nelson, head of production; Julie Sawyer, line producer (Buenos Aires and L.A.); Jared Plotin, Nara Haftevani, production supervisors; Matias Boldi, Bruno Mantoani, 1st Ads; Charlie Carnola, production designer; Camille Garmendia, costume designer. Editorial Work Editorial Rich Orrick, Aika Miyake, editors; Rain Keene, Nina Vallado, assistant editors; Gabrielle Page, head of production; Remy Foxx, exec producer; Marlo Baird, managing director. VFX Selected Works Francois Roisin, creative director, 3D artist; Pete Hodsman, Johan Affort, Valeria Scalamandre, 2D artists; Dave Wishart, online artist; Sean Costelloe, exec producer/managing director; Amber Frisenda, DMP; Dan Crozier, sr. VFX producer; Noa Vuagniaua, assistant producer. Finish Joint Jessica Ivey, finish artist; Patrick Lewis, John Dillon, Zai Outlaw, producers; Catherine Liu, head of production; Tina Starkweather, exec producer. Color Trafik Daniel de Vue, colorist; Daymian Mejia, assistant colorist; Sasha Pace, color producer; Greer Bratachie, head of production; Robert Owens, managing partner. Licensed Music “You Are My Sunshine,” track; Christina Perri, artist. Sound Design & Mix Joint Suat Ayas, sound designer & mixer; Candace Mortier, assistant audio engineer; Louise Woodward, sr. audio producer; Annie Maldonado, exec producer. Music Supervision Walker Sara Matarazzo, managing director; Stephanie Pigott, Dottie Scharr, exec producers; Danielle Soury, sr. producer; Samantha Zirin, associate producer. Research & Clearance Nickerson Research, Inc. Susan Nickerson, exec producer; Jennifer Kilburn, clearance producer; Tammy Vo, clearance specialist.
After losing part of his right leg due to cancer, Terry Fox campaigned to raise national awareness and funding for cancer research by running his Marathon of Hope, a cross-Canada 42-km daily run, on his prosthetic leg. Fox, who died in 1981, is a national hero. His image will be on Canada’s new $5 bill.
In this two-minute video titled “Finish It,” the Marathon of Hope is recreated. It’s all done in one take, and it features an actor/marathon runner who uses a prosthesis on the same leg as Fox. CGI was deployed to make him look more like Fox. To further ensure the actor represented Fox accurately, not only did the actor and team watch and study many videos of Terry, but Terry’s brothers, Fred and Darrel, coached the actor on Terry’s running style and mannerisms. They also created a copy of Terry’s prosthesis for the actor to use for the shoot.
The message is clear. As the Marathon of Hope now marks its 45th anniversary, we now have the opportunity to “Finish It” for Fox, raising money and awareness to get a cure for cancer over the finish line, completing the work that Fox started. The public service film starts with Fox on the marathon run, eventually joined by a crowd of other dedicated runners from all walks of life who take over the race.
Mark Zibert directed via production company Scouts Honour for Toronto agency Diamond. The video features a never-before-heard version of the song “Courage” from Canadian band The Tragically Hip.
“We wanted to create a campaign that captures the magnitude of Terry Fox’s legacy while driving meaningful action,” said Peter Ignazi, chief creative officer at Diamond. “By revisiting the Marathon of Hope with such care and reverence, we aimed to reignite Terry’s mission and... Read More
