07/05/2014

Do more by Sure (not Nike)



This new spot from Sure caught me by surprise. At first glance I assumed it was a sportswear brand. The first few shots look a lot like something Nike would produce. The contrast between the lifestyle footage and the final pack shot is way too harsh, like it's from two different campaigns. None the less the art direction of the filmic footage is finely done. The copywriting is pitch perfect too.