It can be good to be bad, says Nike
Athletes including LeBron James, Serena Williams, Qinwen Zheng and Sha’Carri Richardson show that, sometimes, to be good, you need to be bad.
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Credits
View on- Agency Wieden + Kennedy/Portland
- Production Company Somesuch/USA
- Director Kim Gehrig
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Credits
View on- Agency Wieden + Kennedy/Portland
- Production Company Somesuch/USA
- Director Kim Gehrig
- Editorial Spot Welders
- Color Trafik/Los Angeles
- VFX a52
- Sound Design Field Day Sound
- Music Soundtree Music
- Executive Creative Director Caleb Jensen
- Creative Director Blair Warren
- Creative Director Kevin Steele
- Creative Director Pedro Izique
- Head of Production Orlee Tatarka
- Executive Producer Kerli Teo
- Senior Producer Emily Knight
- Executive Art Producer Grace Petrenka
- Senior Producer Rosie Ollero
- Senior Creative Jacobi Mehringer
- Copywriter Andrew Chhour
- Executive Producer/Managing Director Seth Wilson
- Head of Production Roger Zorovich
- Line Producer Alexandra Lisee
- Production Supervisor Andrew Mardis
- Production Designer Akin McKenzie
- DP Chayse Irvin
- Editor Robert Duffy
- Post Producer Joe Yardley
- Post Producer Edwina Lantigua
- Colorist Mark Gethin
- Head of Production Greer Bratschie
- Creative Director Andy McKenna
- Creative Director Jesse Monsour
- CG Supervisor David Hyatt
- Talent Kobe Bryant
- Talent LeBron James
- Talent Giannis Antetokounmpo
- Talent Kylian Mbappe
- Talent Serena Williams
- Talent Qinwen Zheng
- Talent Cristiano Ronaldo
- Talent Vinicius Junior
- Talent Sabrina Ionescu
- Talent Eliud Kipchoge
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Wieden + Kennedy/Portland
- Production Company Somesuch/USA
- Director Kim Gehrig
- Editorial Spot Welders
- Color Trafik/Los Angeles
- VFX a52
- Sound Design Field Day Sound
- Music Soundtree Music
- Executive Creative Director Caleb Jensen
- Creative Director Blair Warren
- Creative Director Kevin Steele
- Creative Director Pedro Izique
- Head of Production Orlee Tatarka
- Executive Producer Kerli Teo
- Senior Producer Emily Knight
- Executive Art Producer Grace Petrenka
- Senior Producer Rosie Ollero
- Senior Creative Jacobi Mehringer
- Copywriter Andrew Chhour
- Executive Producer/Managing Director Seth Wilson
- Head of Production Roger Zorovich
- Line Producer Alexandra Lisee
- Production Supervisor Andrew Mardis
- Production Designer Akin McKenzie
- DP Chayse Irvin
- Editor Robert Duffy
- Post Producer Joe Yardley
- Post Producer Edwina Lantigua
- Colorist Mark Gethin
- Head of Production Greer Bratschie
- Creative Director Andy McKenna
- Creative Director Jesse Monsour
- CG Supervisor David Hyatt
- Talent Kobe Bryant
- Talent LeBron James
- Talent Giannis Antetokounmpo
- Talent Kylian Mbappe
- Talent Serena Williams
- Talent Qinwen Zheng
- Talent Cristiano Ronaldo
- Talent Vinicius Junior
- Talent Sabrina Ionescu
- Talent Eliud Kipchoge
This new campaign for Nike highlights the fact that winning isn't for everyone, as Nike continues its 50+ year legacy of inspiring athletes through powerful storytelling.
The spot, created by Wieden+Kennedy Portland and directed by Kim Gehrig through Somesuch, shows a new generation what it means to have a winning mindset, and reminds us that there's nothing wrong with wanting to be victorious.
Willem Dafoe is the brilliantly maniacal voice in our head asking, 'am I a bad person?'. Maybe, the voice asks, you're single-minded. Maybe you're obsessive. Maybe you're selfish, unsatisfied, irrational, delusional... you could be all these things and more, but if they're in the pursuit of victory, do these traits make you a bad person?
The campaign speaks to the grit, determination, sacrifice and passion it takes athletes to get to the top of their sport and onto the Olympic stage.
