Creativity

Nike Korea Just Dropped a Totally Mesmerizing Rap Video

Collaboration with Korean-American Rapper Jay Park Celebrates Rule-Breakers

By Angela Doland. Published on Jan 31, 2018

Editor's Pick

A scene in Nike Korea's new spot shows a freeway buried in snow, with a snowboarder racing between abandoned, ice-covered cars. It's one in a series of arresting urban images in an energetic spot celebrating rule-breakers. Everything is tied together with a catchy track by Jay Park, Korean-American rapper and hip-hop artist.

The song and music video are a collaboration between Nike and Park; it's called "Run It," and it's part of a campaign called "Impossible to Ignore," which honors people who ignored conventions to cut their own path. The ad, from Wieden & Kennedy Tokyo and directed by We Are From LA, is just in time for the 2018 Winter Olympics taking place in PyeongChang, South Korea. Set in a gritty, wintry Seoul, it's got a big cast ranging from elite athletes to ordinary people. (Kudos to the kid doing a random joyful dance performance at the convenience store).

The music video includes appearances by SukHee Shim, an Olympic gold medalist in short track speed skating; HyunMi Choi, a world champion female boxer who is a North Korean refugee; HyunMin Han, a half-Korean, half-Nigerian model; and a choreographer who goes by two names, J Black and J Pink, a feminine alter ego.

People can take their own videos showing self-expression through sport and send them to Nike via South Korea's Kakao messaging app; Wieden Tokyo and Stink London will wrap them into a fan-made lyric video version of Park's tune, which has backup vocals by Jessi and Woo Wonjae.

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About

Credits

Date
Jan 31, 2018
Agency:
Wieden & Kennedy Tokyo
Client:
Nike (Korea)
Global Chief Creative Officer:
Susan Hoffman
Creative Director:
Azsa West
Copywriter:
Jason Scott
Art Director:
Jordi Luna
Agency Producer:
Ross Plummer
Account Team:
Marisa Weber
Account Team:
Casey Yoneyama
Account Team:
Liwon Kim
Strategic & Comms Planning:
Mattijs Devroedt
Strategic & Comms Planning:
Justin Lam
Business Affairs Director:
Amber Lavender
Production Company:
Iconoclast
Directors:
We Are From LA
Managing Director:
Charles-Marie Anthonioz
Executive Producer:
Valerie Romer
Producer:
Juliet Naylor
Director of Photography:
Arnaud Potier
Photographer:
Lucas Garrido
Editorial Company:
Whitehouse Post
Editor:
Charlie Harvey
Producer:
Annie Maldonado
Producer:
Antonia Porter
Assistant Editor:
Andre Rodrigues
Post Production Company:
The Mill
Executive Producer:
Anastasia Von Rahl
VFX Supervisor:
James Allen
Producer:
Alex Blader
Producer:
Simon Bath
Production Coordinator:
Chaz Pizani
Song Title:
RUN IT
Music Label:
AOMG
Artist:
Jay Park
Artist:
Jessi
Artist:
Woo WonJae
Composer:
Gray
Producer:
Gray
Sound Company:
750 MPH
Sound Designer:
Sam Ashwell
Mix Company:
750 MPH
Mixer:
Sam Ashwell
Producer:
Mary-Ann D'Cruz
VFX:
The Mill
Executive Producer:
Anastasia Von Rahl
Producer:
Alex Bader
Production Coordinator:
Chaz Pizani
Shoot Supervisor:
James Allen
VFX Creative:
The Mill
Animation Director:
Tim Devlin
Animation Director:
Bowe King
2D Lead Artist:
James Allen
2D Lead Artist:
Martin Karlsson
3D Lead Artist:
Michael Comly
Color:
The Mill
Colorist:
Oisin O'Driscoll
Executive Producer:
Cath Pryor
Color Producer:
Dan Kreeger

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