Chase The Day

Agency: AKQA


Nike has released a dynamic new campaign, ‘Chase The Day’. Bursting with youthful energy, it was shot by L’ÉLOI directors and photographers LM Chabot, comprising Jolianne L'Allier Matteau and Alexandre Chabot.

Set to an upbeat track, the campaign takes viewers on a fast-paced journey around a colourful set, broken up by inventive transitions that see basketballs flying at the screen and worlds created inside t-shirts. As the camera whips, zooms, and whirls round, we meet smiling groups of a vibrant cast, all dressed in Nike tees.

Agency AKQA tasked LM Chabot with capturing a typical day around an ice cream truck that's a hub for a group of friends, placing community and sport at the heart of the spot. Rather than creating a smooth, seamless universe, the directors were also asked to transform the studio into an integral part of the campaign. The pair used energetic cinematography to do just that, immersing the audience in the set as they whizz left and right to meet the varied characters dotted around it.

Determined to break the rules and challenge expectations, LM Chabot also played with unpredictable zooms and transitions to defy the norms of perspective, infusing the campaign with a youthful athleticism that perfectly matches the brand. A fast edit and short run time reinforce this feeling, leaving the commercial packed with energy the viewer is challenged to keep up with.

One particular technical challenge was posed by the shot where a basketball appears to hit the camera. To film this - without breaking any equipment in the process - LM Chabot first tried using plexiglass held by two technicians in front of the lens. Finding that the material was too reflective under studio lights, they found success instead by having the technicians simply place their hands all around the lens, close enough to protect it but far enough not to obstruct the frame.

The campaign will run online and across socials.

This professional campaign titled 'Chase The Day' was published in Canada in July, 2023. It was created for the brand: Nike, by ad agency: AKQA. This Film medium campaign is related to the Sportswear industry and contains 1 media asset. It was submitted 12 months ago.


Client: Nike
Creative Director: Anagha Alreja
Creative Producer: Kristin Regentin
Marketing: James Edwards

Agency: AKQA
Sr Project Manager, Producer: Kate Thornton
Creative Director: Nuno Salvaterra
Group Account Director: Jessie Grav
Sr. Art Director: Mariana Reis

Production: L’ÉLOI
Directors, Photographers: LM Chabot
Assist Director: Clara L'Heureux
DOP: Menad Kesraoui
1st Ac: Kevin Gourvellec
2nd Ac: Camille Barduraux
Steadicam Operator: Kes Tagney
DIT, Digitech: Jeremy Bobrow
Key Gaffer: Nico Tomassini
Gaffer Best Boy: Frédérique Demers
2nd Gaffer: Philippe Robitaille
3rd Gaffer: Eric Proulx
Key Grip: Bastien Meyer
Grip Best Boy: Olivier Arends Leblanc
3rd Grip: Steven Henri Trudel
4th Grip: Lucas Navennec
Choreographer: Chad
Light Assistant: Neal Hardie, Mitchell Wright
HMU: Valeria Amirova
HMU Assist: Axel Bibineza Kamali, Ella Ruby Dero
Stylist: Maki Katsumoto
Stylist Assistant: Sarah Sweeney
Set Designer: Jeremy Noel
Set Assistant: Joëlle Frechette, Eugenie Crevier
Production Assistant: Charlotte Frackowiak, Ariane Lalande
Production Coordinator: Stephanie Lavallée
Producer: Yvonne Hercun

Music, VFX: Supersavant
Retouching: Valerie Laliberte
Retouching Wigglegrams: Marc-Andre Dumas

Post Video: Outpost


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