RUN YOUR LIFE.

A TREATMENT BY ZHOU ENZE

THECONCEPT

Running is more a life style than a kind of sport. For a runner, either you are professional or an amateur, you run yourself to existence.

In your life of running, Nike shoes provides you the longest and trustworthy companionship. They grow with you and age with you. As long as you believe that you can run, they stand by you.

With time passing by, every man and woman would go through the process of aging. But we never stop running. We run thus we thrive.

OVERVIEWThe only way to show your audience the sense of companionship is to visualize the concept and provide an positive example.

Thus we choose to create a 30 second commercial on a man’s running and aging with the same pair of Nike’s shoes.

The viewable reflection of Nike’s companionship in a 30 second, relatively short time, forms a very strong impact on the mind of the targeted audience. One reason is that the aging process itself intrigues people’s nerves, while another is that people needs companionship and also a meaning for their running.

By providing people an emotional impact, the idea presents Nike as a friend of runners, trustworthy and caring for them, with extremely good quality.

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VISUAL CREATION

In the morning, when the sun is still rising, a young man (around 20) fastens shoelaces of his Nike shoes, and starts running. He runs faster and faster as he grows to be a mid-age man. The sun reaches the top of his head and the sunlight gets stronger. You can observe his Nike shoes is now a little bit old and may have several scratches.

Then he starts aging, with hair turning grey and speed lowing down. You can hear his heavy breathe now. The Nike shoes are old and have obvious abrasions. The sun is gradually falling down towards the horizon.

The man finally stop running and walking to the front, he looks old but very energetic and warm.

And that is when the slogan RUN YOUR LIFE comes out.

STYLE AND MOOD

Most shots will focus on the feet and shoes of the running man, with natural sunlight changing along with time.In these shots, the shoes are getting on more and more scratches, echoes with his gradually changing skin conditions.

The rhythm/beat at the first 15 seconds is on the rising process. Thus the mood is energetic, exciting and furious. When it gradually move into the second half, it emphasizes more on the companionship point, with the mood changing to a warm and touching one.

In order to match with the mood and feeling of the theme, we’ll need a sunny and sporty young man/boy for our casting. We are not looking for handsome and attractive models or say we avoid using them. The reason is that we tell a story of Nike shoes accompanying an ordinary person. We want the audience to feel a kind of closeness that them are the “him”.

When the time set comes to his old age, we will need to put special effect make up on him to create the aging process. The make up makes sense but is not supposed to be super professional, so it adds certain humor inside the commercial.

CASTING

LOCATION

The man’s aging is the main change and dramatic contrast. But the audience still needs to know this is his running life from the beginning to the end. Thus, we choose to use a single location to create a linkage and consistency.

The chosen location should be a playground or park you could feel a sense of life. Thus, we prefer a cement ground with real grass rather than professional plastic runway.

SOUND

The most important element of sound is to echo with his aging process. In his youth time, the beats of his running are brisk while it gradually turns to be heavy and slow as he ages. The sound of his breathe should also reflect the changes. These sound effects altogether give an atmosphere of aging.

This commercial has a strong emotional appealing to anyone who likes running. With the aging presentation and the slogan RUN YOR LIFE, Nike shoes becomes their life-long companionship. The idea is so vivid that it floats into my mind instantly. The more I think of it, the more psyched I become. I am looking forward to run a life with you.

Thanks againLet’s talk about the thrilling idea soon!

THANKS