Nike China’s new campaign film from Wieden+Kennedy Shanghai titled More Than Warmth showcases lab researchers testing Nike’s winter jacket collection in order to see their effectiveness against cold temperatures.
These jackets are so adept at maintaining warmth – while being waterproof, breathable, and lightweight – that hibernating plants blossom into bloom and corn transforms into popcorn. Furthermore, the jackets were put through rigorous testing by being hit by snowballs or used as hot air balloons to demonstrate their durability.
“Each test, and the base concept of the experimental designs was conceived around the principles of ‘what if’ and ‘why nots’,” explains director Henry Scholfield, whose penchant for fantastical visuals and technical craft is on display here.
The ad presents some creative worldbuilding and puts a playful spin on typically dry product demos.
Credits:
Agency: Wieden+Kennedy Shanghai
CCOs: Ian Toombs, Vivian Yong
Head of Creative: Matt Meszaros
Creative Director: Zhong How
ACD: Ruby Li
Senior Art Director: Alex Litovka
Creatives: Edmund Chang, Pat Cholavit
Production Company: Hamlet China
Director: Henry Scholfield
DoP: Pat Aldinger
CG: Wicked Pixels
