Production of the month

HAMLET’s Nike 'Dare to become' commercial, directed by Ian Pons Jewell, was launched in China during the last week of the World Cup. Having reached 170 million views in just a couple of days after its release, the spot became the most viewed Nike on-line commercial worldwide.

Following the World Cup in Russia, China wanted the world to know that they are getting ready to play a prominent role in the international football scene. With this campaign Nike China and Wieden + Kennedy Shanghai aimed at inspiring young Chinese football players by giving them a dream to chase.


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Production of
The month by

Nike - Dare to become

Production: HAMLET
Executive Producer: Jason Felstead & Ruben Goots
Director: Ian Pons Jewell
DOP: Ben Fordesman
Editor: Sam Bould
Agency: Wieden+Kennedy Shanghai
Client: Nike China