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PRETTYBIRD's Melina Matsoukas Directs "Equality" For Nike, Wieden+Kennedy


Robert Goldrich
Monday, Feb. 13, 2017


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Fairness, sportsmanship and mutual respect are the hallmarks of sports. This short piece titled “Equality” affirms that the world would be a better place if we extended those values beyond the playing field. We see the painted lines of the field lengthened to go past the schoolyards, the basketball courts, the arenas and stadiums to reach into and impact everyday life.

Directed by Melina Matsoukas of production house PRETTYBIRD, “Equality” features LeBron James, Serena Williams, Kevin Durant, Megan Rapinoe, Dalilah Muhammad, Gabby Douglas, and Victor Cruz, amplifying their voices in an effort to uplift, open eyes and bring the positive values that sport can represent into wider focus. “Equality” also features actor Michael B. Jordan, who voices the film, and a new performance by Alicia Keys, singing Sam Cooke’s “A Change Is Gonna Come.”


Client Nike Agency Wieden+Kennedy, Portland, Ore. Chris Groom, Antony Goldstein, creative directors; Kervins Chauvet, writer; Nate Nowinowski, art director; Matt Hunnicutt, integrated production director; Julie Gursha, producer; Emily Knight, associate producer; Alicia Kunam, studio manager; Seth Shelman, studio designer. Production PRETTYBIRD Melina Matsoukas, director; Suzanne Hargrove, exec producer; Jonathan Wang, line producer; Malik Sayeed, DP. Editorial Joint Editorial Peter Wiedensmith, editor; Dylan Sylwester, JB Jacobs, Kevin Alfoldy, Eddie Mikasa, Doug Scott, assistant editors; Jen Milano, post producer; Leslie Carthy, post exec producer. VFX The Mission Venice, Calif. Patrick Ferguson, VFX supervisor; Michael Vaglienty, Susanne Scharping, Edward Black, Adam Flynn, Flame artists; Piotr Karwas, animation director; Diana Cheng, VFX producer; Michael Pardee, managing director.  (Toolbox: Flame, Maya) Music Walker Sara Matarazzo, exec producer; Abbey Hendrix, sr. producer; Song: “A Change Is Gonna Come”--written by Sam Cooke, performed by Alicia Keys. Ann Mincieli, engineer; Judson Crane, music editor. Voiceover Michael B. Jordan Audio Post Eleven Jeff Payne, audio mixer; Jordan Meltzer, audio mix assistant; Melissa Elston, mix exec producer. Sound Design Barking Owl Morgan Johnson, sound designer; Kelly Bayett, producer. Telecine Company 3 Tom Poole, colorist; Clare Movshon, telecine producer.

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