Nike's 'AM I A BAD PERSON?' campaign explores the intensity of elite competition through a series of high-energy, live-action vignettes. The film features a diverse range of athletes, including LeBron James and Giannis Antetokounmpo, captured across multiple disciplines ranging from basketball and soccer to fencing.
Developed by Wieden+Kennedy Portland, the project relies on cinematic lighting and dramatic colour grading to emphasize the focus and determination of the talent. The montage utilizes slow motion and dynamic framing to build a narrative of athletic grit.
