NIKE - Shanghai Unstoppable

Wieden+Kennedy Shanghai produced an extensive campaign for Nike to showcase the city’s growing running scene and to promote the Shanghai marathon. The campaign labelled ‘unstoppable’, honoured Shanghai’s runners who have overcome air pollution and the cramped quarters of their home city.

This film shows the determination of Xu Yun. Since 2012 she's been eagerly applying to be one of the 35,000 Shanghai Marathon runners, but is yet to put on a bib. Despite her bad luck, Xu Yun won't let rejections letters stop her running.

In 2015 she was fed up of not getting a chance to run the marathon, so she ran the course anyway. She was unofficial runner number 35,001.
THE PROCESS
The most challenging part of this job was the sprinting scene. I learned from the hard way that big camera moves like this should be mapped out first in 3D then animated on top of in cell afterwards. Instead the character animation was done first then I had to match the camera move in after effects, which then enabled me to track in the background elements like smoke and the giant crumbling words. It was tricky but we managed to pull it off.

The Giant crumbling words were animated in C4D, rendered then tracked into the shots. I added stock footage to further emphasise the destruction.
ANIMATIC
Produced by Shotopop

Director

Richard Payne

PRODUCER

Casper Franken

ILLUSTRATION

Adam Relf
Carin Strandford
Lead Character Animation
Dipankar Sengupta

CELL Animation

Dipankar Sengupta
Olly Montague
Bishoy Gendi

additional CHARACTER ANIMATION

Richard Payne

3D ANIMATION

Richard Payne

COMPOSITING
Richard Payne

Sound Design and music

Soundsmiths

AGENCY

Wieden+Kennedy Shanghai