Selected Awards
Client Nike Korea / Agency Wieden + Kennedy, Tokyo / Film Direction Paul Bruty + Luke Nuto for The Glue Society / Production Company Revolver x Nine Tailed Fox
Nike Korea wanted to create an inclusive experience to challenge the gender and ability imbalance around playgrounds. Boys typically dominate the spaces in South Korea, with girls watching on from the sidelines.
The design challenge was to create something recognisably sporty but visually indicative of a change of rules. We developed numerous designs, digitally first before advancing into paper models. Stitching features together from running tracks, basketball courts, football pitches and baseball fields. The paper models informed the final steel construction.
The film production was just as unorthodox as the design with the set having to double as a genuine participation event for the kids. There was also a rolling parade of visiting sports celebrities making the option for a retake extremely limited. We designed the running order of the event, including exercise drills that would be conducive to filming. All this chaos was met with unwavering patience and generosity from our cinematographer, Jordan Maddocks.
Early paper prototyping
Advancing the palette with paper prototypes
Multiple paper prototypes
Meeting the cast
All the kids were given disposable cameras to generate imagery for the edit.
Inspecting the construction before shoot day - and before the snow came. We had to make a last-minute switch from a welding approach to nuts-and-bolts to deliver the build safely and maintain our exterior location. Photo: Jordan Maddocks
Credits
Creative Direction Phillip Cho, Curro de la Villa
Copywriter Sohyun An
Art Director Chaeyeong Seo, Diana Ganea
Senior Copywriter Nedal Ahmed
Lead Producer Jennifer Chien
Account Director Jordan Cappadocia
Account Supervisor Kaede Ose
Assistant Account Executive Ryu Kaida
Producers Siyun Kim, Reiko Kawaguchi, Yoko Onodera, Aaron Younglae Cho
Comms Planning Director Justin Lam
Strategic Planning Director Thijs van de Wouw
Strategic Planner Rina Deguchi
Studio Designer Donna Kwon
Studio Manager Aiwei Ichikawa
Agency Editor Jacob Kim
PR Midori Sugama
Executive Creative Director Scott Dungate
Managing Director Yosuke Suzuki
Directors Paul Bruty + Luke Nuto for The Glue Society
Managing Director/Co-Owner Revolver Michael Ritchie
Executive Producer/Partner Pip Smart
Executive Producer Jasmin Helliar
Cinematography: Jordan Maddocks
Local Production Company Nine Tailed Fox
Producer Danny Kang
Assistant Producer Robin Heesung Woo
Assistant Producer Suzi Jeon
Assistant Director Jason Lee
Line Producer Seo Kwang Hwan
Production Manager Choi Dae Hee
Production coordinator Kim MyoungJun
Production coordinator Kim min hwan
Production coordinator Bang Seo Won
Stylist Kang Hyobin
Production Designer Jaeyeon Lee
Hair & Make up Kim Minjeong
Sports coordinator Sports KOK
Editor Ross Hallard @ Trim Editing
Assistant Editor Anders Mills @ Trim Editing
Edit Producer Tatyana Alexandra @ Trim Editing
Music Composer Alex Epton @ XL Recordings
Sound Designer Ed Downham @ King Lear, London
Colorist Mikey Rossiter @ Rare Medium
Color EP Heath Raymond @ Rare Medium
Senior color assistant Stephanie Park @ Rare Medium
VFX Production Company The Mill
VFX supervisor/Lead flame artist Schalk van der Merwe
VFX producer & EP Jamie Loudon
SELECTED AWARDS
CREATIVE REVIEW ANNUAL (Featured, Honourable Mention)
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AWARD AWARDS (Bronze, Film Craft, Production Design)
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AWARD AWARDS (Bronze, Film Craft, Experiential Production Design)
© Paul Bruty