Michael B. Jordan, the star of the upcoming Warner Brothers movie "Creed," makes his directorial debut in a very Nike-like spot for the film. Instead of the expected movie footage, we see the actor in his film role of a boxer, the son of Rocky Balboa rival Apollo Creed, as he goes through his intense training.
The online spot opens to a familiar scene: an athlete waking at the crack of dawn to begin his morning routine. A quiet music track keys up the anticipation as he gets dressed to work out and heads to the gym. The voiceover takes us through the athlete’s inner dialogue as he relays his motivation to train. "What do I fight for?" he asks, as the spot alternates between scenes of his workout and his daily life with friends and family. "I fight for the ones in my corner, the ones that lift me up. I fight for all the things that matter, for my family, for my friends and for the ones I love. I know what I fight for."
The actor-turned-director borrowed to his own life to bring authenticity and intimacy to the spot. He cast his parents, family and friends, and filmed in the Trinity Boxing Club, where he prepped for the movie, and in his own home and neighborhood in the Hollywood Hills.
While borrowing from the best of decades of sports advertising, the spot delivers a cinematic study into Jordan’s character and a welcome change of pace to standard movie marketing. The nearly two-minute spot ends not on the movie title but on the hashtag #IFightFor.
Client: Warner Brothers
Agency: Rec Room
Director: Michael B. Jordan
Director of Photography: Hunter Robert Baker
Executive Producer: Mike George
Producer: Kristian Andresen
Executive Creative Director: Jon Helfgot
Executive Creative Director: Jan Livingston
Production Company: Rec Room
VFX Company: Big Picture
Editing: Big Picture
Editor: Chad Russell