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 voice over at the end. 

CLAMPS:

• Subjects are usually wearing athletic wear, uniform to the the brand. Specifically for running commercials they will wear NIKE shoes, socks, and tight-fitting leggings and shoes, socks, and tight-fitting leggings and t-shirts. Their hair is usually up in ponytails, 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 a s 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.