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Nike “Before & After” 2012

Nike “Before & After” (2012) is a Nike commercial for F/Nazca Saatchi & Saatchi, produced by Ioio Filmes. It won 2 awards, including Clio 2012 Silver — Film / Music-Licenced and Cannes Lions 2012 Film Bronze.

This ad contrasts the humble beginnings of Brazilian soccer players with their current success, highlighting Nike's role in their journey to greatness.

Video: Nike Soccer on YouTube

Shot by shot

  1. A young male athlete in a tank top and shorts jumps and kicks in a blurry, vintage-style shot on a street with other people in the background.© Nike0:00
  2. A top-down animated diagram of a soccer field with player positions and movement lines, with the letters "B.R." appearing in the center.© Nike0:04
  3. A pair of old, worn-out black soccer cleats with brown studs are shown from an overhead perspective on a dark surface, with white text appearing over them.© Nike0:08
  4. A man with spiky hair sits at a press conference, facing away from the camera, surrounded by a crowd of photographers and reporters.© Nike0:12
  5. A close-up shot of an old, worn "GOAL" magazine featuring a Black male soccer player on the cover, lying in a cardboard box.© Nike0:17
  6. Three framed portraits of historical figures, Galileo, Copernicus, and Newton, are displayed on a wall in a black and white shot.© Nike0:20
  7. A close-up shot of a yellow fabric with green stars and blue and yellow emblem, possibly a sports jersey, with the letters "A.R." superimposed.© Nike0:26
  8. A wide shot of a city at night, with multiple large billboards displaying a soccer player, one of whom is Alexandre Pato, and the text "A.R." overlaid.© Nike0:29
  9. A wide shot of a messy bedroom with a bed, shelves, and posters of soccer players on the wall.© Nike0:32
  10. A young boy with a fresh haircut and striped shirt looks directly at the camera in an urban setting.© Nike0:36
  11. A young boy with a buzz cut and a teal shirt stands with his eyes closed, then opens them, on a city street with a large white graphic overlay.© Nike0:38
  12. A young boy with a unique haircut and a white polo shirt stands outdoors, holding a soccer ball, looking directly at the camera.© Nike0:40

Stills © Nike. Made by F/Nazca Saatchi & Saatchi and Ioio Filmes.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Before and after: humble beginnings to global stardom with Nike.

Tagline: “#FOREVERFENOMENO”

rags to richestransformationhero's journeynational pridelegacy buildingaspirational storytelling

The cut

Length
56 s
Shots
32
Average shot
1.8 s
Format
mixed

What creatives use Nike “Before & After” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Nike “Before & After”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young male athlete in a tank top and shorts jumps and kicks in a blurry, vintage-style shot on a street with other people in the background.© NikeA top-down animated diagram of a soccer field with player positions and movement lines, with the letters "B.R." appearing in the center.© NikeA pair of old, worn-out black soccer cleats with brown studs are shown from an overhead perspective on a dark surface, with white text appearing over them.© NikeA man with spiky hair sits at a press conference, facing away from the camera, surrounded by a crowd of photographers and reporters.© Nike
    Frames from Nike “Before & After”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Nike “Before & After” in order, with its length, framing and what happens in it.

    A young male athlete in a tank top and shorts jumps and kicks in a blurry, vintage-style shot on a street with other people in the background.© NikeA top-down animated diagram of a soccer field with player positions and movement lines, with the letters "B.R." appearing in the center.© NikeA pair of old, worn-out black soccer cleats with brown studs are shown from an overhead perspective on a dark surface, with white text appearing over them.© NikeA man with spiky hair sits at a press conference, facing away from the camera, surrounded by a crowd of photographers and reporters.© NikeA close-up shot of an old, worn "GOAL" magazine featuring a Black male soccer player on the cover, lying in a cardboard box.© NikeThree framed portraits of historical figures, Galileo, Copernicus, and Newton, are displayed on a wall in a black and white shot.© Nike
    Length: 56 s · Shots: 32 · Average shot: 1.8 s · Format: mixed

  3. 03Ad ideas: every spot built on a rags to riches

    Before you present an idea, you need to know who has done it, and how.

    Nike “Before & After” is built on a rags to riches. Search the library by idea to see every spot that uses it.

    KFC “Obsession”© KFCNike “ONE OF A'KIND | A'JA WILSON”© NikeRiyadh Season “Crawford VS Madrimov - Everything or Nothing”© Riyadh SeasonSIMI Winery “Goodness from Grit”© SIMI Winery
    KFC · Nike · Riyadh Season · SIMI Winery

More from F/Nazca Saatchi & Saatchi

  • M-Monochrom "Alma" (2013) commercial still© M-MonochromM-Monochrom “Alma” 2013Dir. Vellas · F/Nazca Saatchi & SaatchiEl Ojo de Iberoamérica Gold 2013
  • Leica "Soul" (2013) commercial still© LeicaLeica “Soul” 2013Dir. Vellas · F/Nazca Saatchi & SaatchiClio Awards Gold 2013
  • Annecy 2018 "100 anos em 100 segundos" (2018) commercial still© Annecy 2018Annecy 2018 “100 anos em 100 segundos” 2018Dir. Alton · F/Nazca Saatchi & SaatchiEl Ojo de Iberoamérica Silver 2018
  • Pinacoteca do Estado de São Paulo "Antropophagy" (2018) commercial still© Pinacoteca do Estado de São PauloPinacoteca do Estado de São Paulo “Antropophagy” 2018Dir. Manu Mazzaro · F/Nazca Saatchi & SaatchiD&AD Wood Pencil 2018
  • Leica M-Monochrom "Everything in Black & White" (2017) commercial still© Leica M-MonochromLeica M-Monochrom “Everything in Black & White” 2017Dir. Fábio Acorsi · F/Nazca Saatchi & SaatchiD&AD Wood Pencil 2017

Award-winning sport commercials

Questions

Which agency made Nike “Before & After”?

F/Nazca Saatchi & Saatchi created it for Nike (2012).

What awards did Nike “Before & After” win?

2 awards, including Clio 2012 Silver — Film / Music-Licenced and Cannes Lions 2012 Film Bronze.

What is the tagline of Nike “Before & After”?

“#FOREVERFENOMENO”

Sources for the credits and awards

The WorkThe Workweb.archive.orgclios.com