Rawtape delivers a Street Vision

Nike x Pastdown gets a new campaign from SMUGGLER director Rawtape.

Rawtape said: "As a huge fan of Pastdown’s viral campaigns, I was super excited by the challenge of taking their formula and scaling it up to an epic proportion worthy of PNP’s physical prowess and community.

Concepting a one-shot fly-through of an estate, which has been taken over by the PNP community performing increasingly impressive calisthenics feats, while still retaining the candid, effortless style of Pastdown’s films, was anything but effortless! From hidden cuts (SPOILER! the video is not a one shot but actually three) to precision wire work, watertight blocking & expert choreography, this really took a village and the final film is a credit to the amazing team that were able to make this a reality.”

From the north of England, Rawtape AKA Rory Wood, cut his teeth documenting counterculture across the UK, balancing a gritty edge with a deep understanding of cinema. As he developed, his work explored the latest disruptive technologies, providing an innovative perspective from which to tell his stories. Since working in the commercial sector Rawtape has honed a strong sense of social realism in his filmmaking whilst mixing in a playful ‘tongue in cheek‘ tone. This has led him to working with some of UK’s biggest talents, such as Stomzy and Kano as well as collaborating with brands including Adidas and Nike.

Rawtape was shortlisted for Best Director in Commercials at the Young Director Awards 2025, as well as being named in The Face Magazine’s Class of 2025 and the most recent Dazed 100 which spotlights the best up-and-coming creatives globally.