Nike: The Chosen

Nike's first ever all action sports spot is dark and explosive

Working in collaboration with Los Angeles based agency 72andSunny, Nike has launched a new global campaign, based as always on the Just Do It strategy, entitled The Chosen. A film made up of a series of epic action sports commercials and behind the scenes features, it features the likes of Paul Rodriguez, Danny Kass and surfer Julian Wilson amongst others.

Shot by renowned cinematographer Lance Acord, the filming takes place in the inky darkness of night using a combination of lighting techniques; huge rigs, spotlights and the odd firework create scenes with a pretty cinematic feel. It's not the first time someone has shot action sports in this style, but it's definitely one of the few times all of these sports have come together in one coherent commercial - the result is a seriously good-looking piece of content that appeals to both the core and mainstream views alike. The footage premièred on Facebook yesterday evening (2nd June). Fans of Nike 6.0 (the brands' action sports offshoot) were alerted through the social network and tuned in from 7-8pm GMT to watch the action and participate in the live chat stream.

Nike is also running a video contest inviting skaters, surfers, BMX riders, snowboarders and skiers to submit a footage of themselves and friends. It's a great prize for a budding action sports fan - the chance to travel with the Nike team and get access to exclusive Nike products and experiences. This will run within Facebook and winners will be determined by fan support, Nike and their roster of elite athletes.

http://nike.com/chosen