Bicoastal production company Park Pictures’ director AG Rojas teams up with W+K Tokyo and South Korean soccer star Lee Young-pyo to encourage athletes to prove their haters wrong in the inspirational new :60 “Play Loud” for Nike. In the spot, Lee plays a host of characters, from a third base coach telling a player “This is just a waste of time,” to a volleyball referee informing a woman’s team that their efforts on the court will not help them land a boyfriend. With each athlete on the brink of failure, it looks like Lee’s skepticism will triumph. But each athlete refuses to listen to the negativity and pushes harder: winning the fight, scoring the goal and landing in first place as Lee proudly says, “But you don’t listen anyway. Do you?”
The spot is the second film ever for Nike South Korea and debuted on broadcast in South Korea as part of a broader “Be Heard” social campaign in conjunction with mobile messaging app KakaoTalk in which viewers can record their own #JustDoIt stories for Nike.com and Pikicast.
Credits
Client: Nike
Title: “Play Loud,” :60
W+K TOKYO
Executive Creative Directors: Mike Farr, Tota Hasegawa
Creative Director: Adam Koppel
Art Director: Daisuke Maki
Designers: Choro Koumae, Eriko Wakabayashi
Agency Producer: Darryl Hagans
Account Team: Ollie Pym, Ryan Johnson, Casey Yoneyama, Liwon Kim
Business Affairs Manager: Amber Lavender
Digital Planner: Greg White
Strategic Planner: Maria Correa
FILM PRODUCTION
Production Company: Park Pictures
Director: AG Rojas
Director of Photography: Alexander Disenhof
Executive Producers: Jackie Kelman Bisbee, Scott Howard
Line Producer: Timothy Kerrison, David Hong
Production Designer: Brian Croke
COPYWRITING
Company: Mate
EDIT (Play Loud)
Editorial Company: Exile Edit
Editor: Connor O’Neill
Post Producer: Denice Hutton
Lead Assistant Editor: Rex Lowry
Post Executive Producer: CL Weaver
EDIT (Be Heard)
Editorial Company: Cutters Tokyo
Editor: Aki Mizutani
Post Producer: Hayato Chaki
POST PRODUCTION
Finishing: Jameson DeSantis & Jeff Aquino @ Arsenal
Colourist: Gregory Reese @ The Mill
MUSIC
Music Company: Walker
Composer: Eric Stamile
Executive Producer: Sara Matarazzo
Music Producer: Abbey Hickman
SOUND
Sound + Mix Company: Lime Studios
Sound Designer / Mixer: Loren Silber
Executive Producer: Susie Boyajan
PHOTOGRAPHY
Production Company: Visual Factory
Producer: Chang-Hwa Jung
Photographer: Jong-Hyuk Lee
DIGITAL PRODUCTION
Company: HS Ad
MEDIA AGENCY
Company: Innocean
About Park Pictures
Founded in 1998 by Executive Producer Jacqueline Kelman Bisbee and acclaimed filmmaker/cinematographer Lance Acord, Bicoastal/London-based Park Pictures has an auspicious track record of discovering and mentoring new talent in both the commercial and film spheres, and infusing all projects with big screen production values. Park Pictures has forged strong partnerships with agencies, studios and clients worldwide by engaging all members of its team in creative problem solving.
Park Pictures has earned the highest accolades for their international work, including an Oscar, an Emmy, and 18 Cannes Lions. Lance Acord has earned three DGA nominations for his commercial work and newly-signed directing duo The Mercadantes received a 2015 DGA nomination. Known for their story-driven film work, Park Pictures has been selected for Creativity’s “Production Company A-List” for nearly ten consecutive years. In 2015, co-founder Jacqueline Kelman Bisbee was selected for the 2015 Cannes Lions Film Craft jury and Advertising Age’s prestigious ‘Women to Watch’ honor.
Park Pictures’ feature division, headed by Producer Sam Bisbee, Jacqueline Kelman Bisbee and Lance Acord, has produced four features, all of which were selected for the Sundance Film Festival within a three-year timespan. In 2010, Park Pictures won an Academy Award for the company’s first narrative film, live-action short “The New Tenants,” starring Vincent D’Onofrio.