W+K, Director Lance Acord Tap Into Sports As Inspiration During Today's Trying Times In Nike's "Never Too Far Down"


Robert Goldrich
Saturday, May. 23, 2020


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Now, more than ever, the optimism and courage that define the world of sport can also serve as a beacon of hope and resilience to inspire us all. 

Narrated by LeBron James, the next chapter in Nike’s “You Can’t Stop Us” campaign is this new film titled “Never Too Far Down,” directed by Lance Acord of Park Picture for Wieden+Kennedy, Portland, Ore.

In the film, James says: “Right now, we’re fighting for something much bigger than a win or a championship. But if we’ve learned anything from sports, It’s that no matter how far down we may be. We are never too far down to come back.” 

Featuring a host of elite athletes including Serena Williams, Naomi Osaka and Cristiano Ronaldo, the film highlights why we love sports comeback stories: we see ourselves in them – our resolve, our grit, our hope.  And now, more than ever, we need these stories to remind us what we’re capable of. 


Client Nike Agency Wieden+Kennedy, Portland, Ore. Eric Baldwin, Jason Bagley, executive creative directors; Alberto Ponte, Ryan O’Rourke, creative directors; Lee Jennings, art director; Kevin Steele, copywriter; Matt Hunnicutt, head of production; Jake Grand, Krystle Mortimore, executive producers; Emily Knight, producer; Shani Storey, associate producer; Paula Bloodworth, group strategy director; Michael Frediani, studio manager; Nick Humbel, Mitch Wilson, designers. Production Park Pictures Lance Acord, director; Jackie Kelman Bisbee, exec producer; Caroline Kousidonis, exec producer/producer; Joe Faulstitch, production manager. Editorial Spot Welders Robert Duffy, editor; JC Nunez, Fatos Marishta, assistant editors; David Glean, managing partner; Caroline Padilla, exec producer. VFX Shipping + Handling Casey Price, creative director/lead VFX; Jerry Spivack, creative director, VFX; James Buongiorno, Johannes Gamble, Evelyn Lee, Rachel Moorer, VFX; David Glean, managing partner; Scott Friske, Dustin LaForce, VFX exec producers. Color a52 Daniel De Vue, colorist; Thatcher Peterson, color exec producer; Jenny Bright, color producer. Audio Post Joint Editorial Natalie Huizenga, mixer; Leslie Carthy, exec producer. Music Supervision Walker Sara Matarazzo, sr. exec producer; Stephanie Pigott, exec producer; Danielle Soury, producer. Music Trent Reznor, Atticus Ross, “Life on Mars?” by David Bowie

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