Nike sparks inspiration

Even a football star like Blaise Matuidi had to start somewhere.
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No matter how good you are at what you do, there’s always something that captures your imagination and drives you to pursue your passion at all costs – and eventually, it’ll be all worth it.

That’s the premise Nike based it’s new “Spark Brilliance” spot, anyway.

The spot, by Wieden+Kennedy Amsterdam, begins with French footballer Blaise Matuidi as a child witnessing a play by Jay-Jay Okocha (during what appears to be his prime with team Paris Saint-Germain, based on the kit colours). That moment sets off a series of events for Matuidi, as we see him train and practice until he finally reaches the upper echelons of his sport, scoring goals in front of stadiums of people, appearing in hip-hop videos and on the cover of magazines.

But since this is a Nike spot, the joy that comes from sports is still the most important, so we end with Matuidi scoring a goal for the French national team in the World Cup (which sets off another spark of inspiration in a child that happens to be watching him). Showing the dedication needed to be a top-tier athlete (and the rewards that come from it) isn’t exactly new for Nike, but “Spark Brilliance” takes a step back from intense training montages and makes playing sports seem like it’s actually fun for once (and having a remixed version of “Shining Star” by Earth, Wind & Fire certainly helps).


Brand: Nike
Agency: Wieden+Kennedy Amsterdam
Executive Creative Director: Eric Quennoy, Mark Bernath
Creative Director: Craig Williams, David Smith
Art Director: Sébastien Partika
Copywriter: Edouard Olhagaray
Head of Broadcast Production: Joe Togneri
Broadcast Producer: Elissa Singstock
Planner: Stéphane Missier
Communications Planner: Josh Chang
Digital Strategist: Greg White
Group Account Director: Kathryn Addo
Account Director: Tim Ryan
Account Manager: Jorge Fesser
Project Manager: Loes Poot
Business Affairs: Kacey Kelley

Production: Division Films
Director: Fleur+Manu
Director of Photography: Steve Annis
Producer: Jules de Chateleux
Executive Producer: Jules de Chateleux

Editing: Whitehouse Post
Editor: Russell Icke

Audio: Wave Studios/Grand Central
Sound Designer/Mixer: Alex Nicholls Lee/ Raja Sehgal

Music: “Shining Star” (Sebastian Remix)
Original Artist / Remix Artist: Earth, Wind & Fire (Remixed by Sebastian)
Publishing & Master Recording: Sony/ATV & Sony Music Entertainment
Remix: Ed Banger Records

Post-production: Glassworks
Flame: Morten Vinther (Head of 2d) Kyle Obley (VFX Sup/ Flame)
3D: Rudiger Kaltenhauser
Telecine: Daniel de Vue
Producer: Anya Kruzmetra, Christian Downes

Media Agency: Mindshare Paris
Digital Agency: RGA London