Nike asks us to Cee a life of loyalty

Nike X Central Cee – Nike X Central Cee

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Production Company SMUGGLER/London
Director Rawtape

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Credits

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Production Company SMUGGLER/London
Director Rawtape
Post House Harbour Collective/London
Executive Producer Joel Spencer
Producer Sidney Arthur
Production Designer Bon Walsh
DP Jack Exton
Editor Chris Walker / (Editor)

Edit Producer Faye Butler
Edit House Marshall Street Editors (MSE)
Senior Colorist/Producer Alex Gregory
Sound Designer/Audio Mixer Raphael Ajuelos

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Brand loyalty is a currency always sought after, but not many companies can count on representation 'in utero'...

However, if the stylish snapshot of British rapper Central Cee's life represented in this cracking new spot for Nike is anything to go by, some kids know their clobber before they're even born.

Directed by SMUGGLER's Rawtape, bringing his street culture know-how to the fore, this witty film playfully flicks between milestone moments with some deft camerawork and charming transitions.

"The collaboration campaign between Nike and Central Cee presented me with an opportunity to push technical cinematography whilst weaving in subtle humour," explains the director, "the combination of which really speaks to who I am as a filmmaker.

"In turn, we crafted a stylised visual that paid tribute to the journey Cench has been on throughout his life and career.

"I paid special attention to the detail of his world and used a variety of tools to elevate what we were seeing through in camera techniques, production design and VFX."