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Nike - Freestylers

Brief

Nike held a competition to find the UK’s leading football and basketball freestylers. The competition winners won the opportunity to work with award winning director Jake Nava (Beyonce ‘Crazy in Love’) and Beyond’s Steve Agyei (one of the world’s finest sports choreographers) and appear in a three minute music video, whilst also being the subject for an MTV Base documentary featuring Trevor Nelson.

Solution

Beyond’s Steve Agyei and Danny Townley (both UEFA B soccer license coaches) used their unique football coaching, teaching and choreographic skills to gain the winners respect and confidence through hard work, discipline and understanding of the freestyling culture, allowing the performers to express themselves freely in front of the camera.

Result

A polished performance of dexterity maintaining the individuality of the participants balanced with the tightness required for choreographed group movement. The combined application of the competition winners with the patience and experience of the experts provided compelling viewing, reiterating Nike’s ‘Just Do It’ philosophy.