Taking it to the Next Level

Saw the new short film by Guy Ritche for Nike. (thanks to beyond madison avenue for the heads up) It's really interesting. Not often do you find examples of first person subjective filmmaking that actually works (I can think of one other example off the top of my head - the Prodigy video for "Smack My Bitch Up") Here, it works. It fits with Nike's strategy of encouraging its user base to push themselves to new levels - while using Nike products of course. It also works as an ad.

Nike products are used prominently and in entertaining fashion. The first person subjective style enables the viewer to put themselves in the shoes of the main character, which is perfect for Nike. I'd actually like to see more high profile directors taking a shot a making ads. Most have a keen understanding of how different visual styles can psychologically impact the viewer, which translates directly to advertising. So what do you say Mad. Ave.? More Hollywood directors for commercials?