Brief Explanation

The TV spot opens with young voices from a traditional “morning meeting.” The voice over goes on to state various limits that society and educational environments have influenced and imposed over the years. The visuals show a stark contrast to the voice over, portraying young athletes aggressively challenging and breaking their limits. We hope to inspire Japanese youth with Nike’s JUST DO IT. spirit by giving them an opportunity to reevaluate and redefine the phrase “Minohodoshirazu.”

Execution

This piece hit its mark. It's a provocative audit of our own socialization that universally resonates with its audience. Society tells you to know your place and accept your limits atop images that tell you the opposite. The people and places we see suggest an alternative reality where we know no bounds and reach new heights. It's tangible and easily understood. Why? Because of the craft. Because a director took inspiration from the written word and through the application of his enthusiastic heart & soul, turned it into a message worth listening to and watching. That’s an art. That’s film craft.