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23 October 2019

The young and the restless.

by Syd Briscoe

Nike: “London Youth Games” - 50s

Style and substance drip from this campaign for the London Youth Games in equal measure, as director Rich Hall captures the intensity and unique movement of different sports in a series of brief, dynamic clips.

From track sports to basketball, each event is rendered via unorthodox camera movements which pull the viewer into the adrenaline of the scene. Dizzying pole-vault angles, stop-motion tennis matches, and copious floating basketballs all play their role - selling the experience for both player and spectator all at once.

Having announced a multi-year sponsorship deal with Nike back in May, the LYG are sure to be pleased with the brand's slick first showing. This is fun, informative work which will persuade even the most committed couch potato to dredge up memories of their more active youth - and maybe even tune in.

Film Production: Riff Raff Films Ⓟ Ⓦ
Director: Rich Hall
Producer: Kate Brady
Executive Producer: Natalie Arnett
Cinematographer: Tristan Chenais Ⓦ (Image Partnership Ⓟ Ⓦ)
Editor: Ben Corfield @ Stitch Ⓟ Ⓦ
Post Production: MPC Ⓟ Ⓦ
Colourist: Peter Oppersdorff
Sound Designer: Jack Hallett @ Factory Ⓟ Ⓦ

David Reviews is hand-crafted by Lovely Lenzie Ltd, 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.