Research Blog

My group is doing a NIKE shoe commercial, typically subjects in these commercials are taking part in physical activity. 

CAMS: 

Normally in NIKE commercials they use a lot of aerial shots and tracking shots. They film from a variety of different angles including high angle, eye level, and low angle shots, to show all different parts of the shoes. 

Sound:  

They usually use upbeat music to associate the feeling of NIKE shoes with energy and motivation. They use non-diegetic sound and they often include a voiceover at the end.  

CLAMPS: 

Subjects are usually wearing athletic wear, uniform to the brand. Specifically for running commercials they will wear NIKE shoes, socks, and tight-fitting leggings and t-shirts. Their hair is usually up and out of their face.  

The lighting is always natural because they film outside. 

At the beginning, the actors are very serious and have a competitive attitude. Towards the end, they are more tired/fatigued, but they have the look of accomplishment. 

The makeup is very natural and light, almost unnoticeable. They add a little bit of highlight and glistening sweat to make it look like they have been running for a long time. 

For props, they usually have water bottles and training equipment. For running commercials specifically there is usually very little equipment.  

Usually, these commercials are set around scenic and natural locations, for example, a beach, a park, or the woods. They can also be as simple as on the street or on a track field. 

Editing: 

In these commercials, there is a lot of cross-cutting. They will change between different clips of the actors running and the scenery. They also often use action match editing as well.