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Nike “#WeBelieveInThePowerOfLove” 2017

Nike “#WeBelieveInThePowerOfLove” (2017) is a Nike commercial directed by Luca Finotti, produced by Section80 & Luca Finotti Studio. It won 2 awards, including Ciclope 2017 Gold Fashion Films Cinematography.

A vibrant, glitchy VHS-style montage celebrates diverse individuals and couples, showcasing their unique expressions of love and movement, all set to an energetic beat.

Video: Luca Finotti on YouTube

Shot by shot

  1. A man with dreadlocks and sunglasses dances in a dark, neon-lit space, captured with a glitchy, VHS aesthetic.© Nike0:01
  2. A young person with long hair and a vest dances on an outdoor basketball court, with trees in the background, filmed with a vintage camcorder effect.© Nike0:04
  3. A person with long hair and a harness over a white t-shirt dances on a basketball court, with a blue-tinted video inset of another person.© Nike0:06
  4. A collage of four video clips shows young people in various outdoor settings, with a pink-tinted basketball court in the background.© Nike0:09
  5. A person stands on a basketball court with two video screens superimposed, one showing a man posing and the other a couple kissing, all with a pink filter.© Nike0:12
  6. A collage of glitchy video clips shows people playing basketball and jumping rope on an outdoor court, with a red filter over the entire scene.© Nike0:16
  7. A young Black person with a nose ring and short curly hair looks at the camera, then away, on an outdoor basketball court.© Nike0:23
  8. A man with white afro hair and light skin looks directly at the camera with a serious expression at night.© Nike0:26
  9. A young person with curly hair dances in a dimly lit, smoky room with other blurred figures in the background, creating a dynamic and energetic scene.© Nike0:30
  10. A young man with dreadlocks and sunglasses dances under neon lights in a dark, urban setting, illuminated by pink and purple hues.© Nike0:33
  11. A person with white hair and a black shirt smiles, with a small video playing in the center of the frame, showing a person dancing.© Nike0:36
  12. A person with dreadlocks and sunglasses crawls on the ground, looking up at the camera with an open mouth, in a pink and purple lit space.© Nike0:40

Stills © Nike. Made by Section80 & Luca Finotti Studio and Luca Finotti.

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

The idea

VHS aesthetic, diverse people, love, movement, and glitchy visuals.

Tagline: “#WeBelieveInThePowerOfLove”

found footage aestheticyouth culture celebrationdiverse representationglitch artmusic video styleurban setting

The cut

Length
48 s
Shots
41
Average shot
1.2 s
Format
mixed

What creatives use Nike “#WeBelieveInThePowerOfLove” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Nike “#WeBelieveInThePowerOfLove”? 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 man with dreadlocks and sunglasses dances in a dark, neon-lit space, captured with a glitchy, VHS aesthetic.© NikeA young person with long hair and a vest dances on an outdoor basketball court, with trees in the background, filmed with a vintage camcorder effect.© NikeA person with long hair and a harness over a white t-shirt dances on a basketball court, with a blue-tinted video inset of another person.© NikeA collage of four video clips shows young people in various outdoor settings, with a pink-tinted basketball court in the background.© Nike
    Frames from Nike “#WeBelieveInThePowerOfLove”

  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 “#WeBelieveInThePowerOfLove” in order, with its length, framing and what happens in it.

    A man with dreadlocks and sunglasses dances in a dark, neon-lit space, captured with a glitchy, VHS aesthetic.© NikeA young person with long hair and a vest dances on an outdoor basketball court, with trees in the background, filmed with a vintage camcorder effect.© NikeA person with long hair and a harness over a white t-shirt dances on a basketball court, with a blue-tinted video inset of another person.© NikeA collage of four video clips shows young people in various outdoor settings, with a pink-tinted basketball court in the background.© NikeA person stands on a basketball court with two video screens superimposed, one showing a man posing and the other a couple kissing, all with a pink filter.© NikeA collage of glitchy video clips shows people playing basketball and jumping rope on an outdoor court, with a red filter over the entire scene.© Nike
    Length: 48 s · Shots: 41 · Average shot: 1.2 s · Format: mixed

  3. 03Ad ideas: every spot built on a found footage aesthetic

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

    Nike “#WeBelieveInThePowerOfLove” is built on a found footage aesthetic. Search the library by idea to see every spot that uses it.

    The New York Times “Courage”© The New York TimesChiller “Chiller Fall Image Spot”© ChillerMeta “We The Culture – Kemba”© MetaPuma “Surfing”© Puma
    The New York Times · Chiller · Meta · Puma

Award-winning sport commercials

Questions

Who directed the Nike “#WeBelieveInThePowerOfLove” commercial?

Luca Finotti directed it, produced by Section80 & Luca Finotti Studio.

What awards did Nike “#WeBelieveInThePowerOfLove” win?

2 awards, including Ciclope 2017 Gold Fashion Films Cinematography and Ciclope 2017 Gold Fashion Films Editing.

What is the tagline of Nike “#WeBelieveInThePowerOfLove”?

“#WeBelieveInThePowerOfLove”

Sources for the credits and awards

web.archive.org