To the sound of a train engine that’s first slow moving, then builds momentum, chugging along until it’s at full speed peak operation, we see pro basketball star Carmelo Anthony, a.k.a. Melo, in training as well as playing in an NBA game.
Images of him exercising off court and doing his thing on court are juxtaposed, the former including his running in the streets and up a steep flight of outdoor stairs, jumping rope, hoisting a medicine ball and pulling chains attached to a large concrete block and moving it steadily along the ground. On the hardwood, Melo is building to a bullet train speed crescendo as he patrols the court, eventually leaping to grab an alley-oop pass above the rim for what will undoubtedly be a monster dunk. A shot of a locomotive on a speeding track is intercut into that final play.
Inspired by the classic children’s story in which the choo-choo train utters “I think I can” repeatedly, the tagline to this spot is more definitive and appears but once: “I know I can,” followed by a glimpse of a speeding train and the logo for the Melo M4 line of Jordan Brand apparel.
Daniel Kleinman of Rattling Stick, London, directed “Engine” for Wieden + Kennedy, New York.
Johnnie Frankel produced for Rattling Stick. The DP was Stephen Blackman.
The W+K team included executive creative directors Todd Waterbury and Kevin Proudfoot, creative director/art director Keith Cartwright, copywriters Eric Steele and Scott Hayes, head of production Gary Krieg and producer Dan Blaney.
Steve Gandolfi of Cut+Run, London, edited the spot. Visual effects house was Framestore, New York.
Sound designer was Bill Chesley of Amber Music, New York. Audio mixer was Philip Loeb of Sound Lounge, New York.
Director Michael Middelkoop Joins Production House 100% For Global Representation
Director Michael Middelkoop is joining Amsterdam-based 100% (formerly HALAL) for commercial representation worldwide. The signing comes after Middelkoop’s upcoming film Dit Is Geen Kerstfilm (This is not a Christmas movie) won big at this year’s Nederlands Film Festival, garnering three “Golden Calves” (the Dutch equivalent of the Academy Awards)--for Best Director, Best Screenplay (Lotte Tabbers) and Best Supporting Actor (Laura Baker). The absurdist ensemble comedy was produced by 100% and will be released on December 19 exclusively on Prime Video.
Prior to coming aboard 100% for U.S. and international representation spanning spots and branded content, Middelkoop was repped in the Netherlands by Czar. The former advertising creative director likes to play with the familiar and the unexpected, imbuing his work with authenticity and multiculturalism. Middelkoop’s body of work encompasses commercials (including a Cannes Bronze Lion winner in 2015), short films, features, TV and web series. His credits include Netflix & Chill, a horror comedy; Snor, a surrealist story about accepting a lost love; and the TV series Zina.
After studying Film in Amsterdam, the Rotterdam-born Middelkoop started his career as an art director at agencies such as Saatchi & Saatchi, Happiness Brussels, Achtung! and Dawn, before finally directing for brands such as adidas, Tele2, Lego and Asics--experimenting with new techniques to connect with youth culture.
Gijs Determeijer, partner and executive producer of 100%, said, “We have really loved working with Michael on his feature film over the past year. The whole process went so smoothly--and working with Michael truly felt like one big party. We are... Read More