Nike's new "Just Do It" ad was very controversial. It showed Colin Kaepernick to be their new poster child. In it though, it has an undeniably great message. It says that we need to dream big, and never settle for less than what we deserve. In this breakdown, I will show a segment of the clip and analyze why it is great. I'm just gonna say this now, the one frame does not do it justice. Go watch the ad if you haven't seen it already. Even if you don't like Kaepernick.
So here it is, the frame that I chose to analyze. It's towards the beginning of the video, but I think they really hit something good here. Even unintentional possibly.
First off, I chose this image because of the alignment and the key focus. The key focus point in this frame is obviously supposed to be the kid wiping out on his skateboard, but they emphasize that because of the fact that he's centered in the photo. Usually it's bad to do this, and we are taught to do the rule of thirds, but I think it works well here.
Second, I think that this frame is awesome because of how much movement it has in it. It literally leads your eyes to the center, to the main point of the video or frame in this case. The railings all are aligned to point towards him, and even the lines on the bricks in the wall lead your eyes to him as directed by the arrows. You could even argue that the vertical bars on the railings point down to him as well.
The last principle, and one that I almost missed, was the agitation. Diagonal lines in art are usually used to create motion, or agitation and disruptment. The way he is flailing about on the ground definitely shows movement and you can pretty much tell just by this shot that it is not just a photo but that it is part of a video. His arms and legs sticking out in unnatural, non-human ways depicts that. (You may have to scroll up to the original to see this because of the red lines I drew over it, sorry.)
Hope you enjoyed! Go watch that video above.
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