“Find Your Greatness The film” shows people from around the world training, playing and competing, with the common thread that the locations featured are all called London. We go from a scene at “London Gym” where a man pumps out crunches during a workout to a rugby match in East London, South Africa, where a boy breaks the line handing off a larger opponent.

In Little London, Jamaica, a female boxer works the pads with precision. In London, Ohio, we see a focused young baseball player catch the ball and throw it to first base in one seamless action. Athletes are special and working for their own goal, however they are all connected by a unifying sense of what greatness could be to them.

The voiceover emphasizes that greatness is not simply reserved for the superstar athlete, but is something everyone can achieve. Whether that means finishing a first marathon in London, Canada, or a female Muslim team sharing a celebratory huddle on a soccer pitch at London School, Qatar.

Watching the video campaign we are reminded of the power in everyday moments from a young girl performing flips in her garden to a young boy deliberating a first jump from a high diving board into a pool. A final leap into his own moment of greatness.

I find this campaign emotionally meaningful and technically challenging. There’s the most effective use of timing in the juxtaposition within shots. In order to guide the viewers in emotional responses to the scene, the editor varies the pace from scene to scene. For instance, through the slower pacing used in minute 1.08 when a baseball player catches the ball, the editor wants to put dramatic emphasis in the scene. He wants the viewer to really focus on what’s happening. After we hear: “Some people are told they were born with greatness”, we hear only the sound of the ball reaching the baseball glove. Viewers are now immersed in the story, caught up with the character; they want to know what’s next. Only after the action, we hear the voice over again: “Some people tell themselves”.

To make people empathize more with every situation and feel it more realistic, the sound design is built on natural sounds. Whether it’s a documentary or narrative, watching a scene where you can clearly hear what’s going on in the environment helps bring the visuals to life and makes you feel like you’re inside the story with the characters.

Nike has always done a great job in its campaigns by putting meaningful content into powerful video pieces without even mention the product.

Here’s what I found effective:

1. The voice over:  simple structure, short sentences, solid and effective words.
2. Close up, medium and wide shots: sequences are rhythmically mixed up according to energy and actions of each story.
3. Call to action: the campaign invites the audience to take action. Find your greatness.
4. Eye contact: in almost every single scene, regardless how dynamic the situation is, we can see the protagonist in the eyes and find his struggle. We empathize with them.
5. Wide shots are longer to give people the chance to explore and find the meaning of the visual.