The commercial opens to show many legs running barefoot in the surf of the ocean while music plays. The camera rises to show that the legs belong to a bunch of running men with white polo shirts on. The camera shoots from a higher vantage point to show a group of men running along the coast. The run past usually places items such as a man hole cover, a free standing fire escape and a man reading on a park bench. A bus rushes by and the scene changes to a busy dirty city street. Close up on the runner’s red Nike shoes. Then the words “Run Barefoot. Nike.com.”
Credits
Agency: Wieden+Kennedy | Portland Mike Byrne and Hal Curtis, creative directors; Monica Taylor, art director; Derek Barnes, copywriter; Jennifer Fiske, producer. Production Company: Biscuit Filmworks Noam Murro, director; Ellen Kuras, DP; Shawn Lacy Tessaro, executive producer; Jay Veal, producer. Shot on location in Pismo Beach, Calif., and downtown Los Angeles. Editorial: Bikini Edit Avi Oron, editor. Postproduction: Company 3 Los Angeles Stefan Sonnenfeld, colorist; Missy Papageorge, producer. Visual Effects: Method Alex Kolasinksi, lead 2-D visual effects artist; Kyle Obley, junior 2-D visual effects artist; Kim Wildenburg, visual effects shoot supervisor/producer; Michael Gibson, visual effects shoot supervisor; Neysa Horsburgh, executive producer. Audio: Eleven Jeff Payne, mixer.
Caviar Director Alex Cook Does Heavy Lifting In Short Film For Onyx
A young woman pursues her dreams of Olympic weightlifting greatness through personal and painful struggles, ultimately reaching a national stage in this inspiring short film “Every Rep,” directed by Alex Cook and produced by Caviar and Radiance.
The film opens with a young girl watching an Olympic weightlifting competition over breakfast. Entranced and immediately hooked, she takes to her garage to begin training. Cook cuts to the same prospective athlete, now a teenager, still pumping iron in her garage. To prepare for competition, she seeks specialized training and finds a caring coach. Her journey isn’t without hardship, as an early contest is cut short due to a serious injury. The latter half of the film sees the title star undergo physical therapy and recommit to the sport, all the more determined to overcome the odds. The film concludes with the final competition, where Cook portrays the original young girl from the beginning stepping up to the massive weights, demonstrating that the inspired child within us all never truly leaves our side in pursuit of greatness.
Cook noted, “We shot the piece as something of a hybrid doc, commercial, short film for Onyx x USA Weightlifting. We mirrored a real athlete’s journey in the sport, using her personal experience to explore the clash of dreams and effort that many face on the road to national competition.”
Cook assembled a production team over the holiday season of 2024 to film the project, which was put on hold during the January 2025 Los Angeles fires.
“Alex has this rare ability to shape stories with emotional precision while elevating every frame with an incredible sense of craft,” adds Salim El Arja, Executive Producer at Caviar. “What he draws out of non-actors... Read More
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