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NIKE 
The Winning Moment






















Nike I The Winning Moment
Agency: Wieden+Kennedy
Directed by: Brian Beletic
Edited by: Biff Butler
Composer: Seth Olinsky




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THE PROJECT



Years before Christopher Nolan’s Tenet, we embarked on an epic journey in backwards through time, working closely with W&K Shanghai and director Brian Beletic and editor Biff Butler to tell the story of the winning moment in reversed painstaking cinematic detail from the winning shot backwards to the winning moment. 


THE ASK



Use an unexpected deconstructed sonic musical language to heighten the emotional moments and pull the viewer in reverse through the emotional ups and downs of the championship game. 


OUR APPROACH



We created multiple scored perspectives and moments and then deconstructed them and reverse scored them to picture, weaving constantly with sound and edit. 


It Hasn’t Happened, Yet




Arches



War Drums



Etude in Time