News Archive

Nike 'Take it to the next Level' wins Gold at Cannes

Next Level" is new take on Football from Nike. Made to inspire football obsessed teens, the film is a first-person journey up the football ranks-from being discovered by Arsenal in a youth match to a life-defining moment playing for our national side. Along the way we experience success (finishing a cross from Cesc Fabregas) as well as frustration (getting burned by Ronaldinho). The film celebrates playing the game with purpose and passion. It shows what it takes to become a modern, brilliant fofotballer - to take your game to the next level

Axis Films provided Silicon Imaging SI-2K cameras and technical expertise for the Nike "Evolution" commercial. Almost 100% shot in Point of View, with the camera helmet-mounted, and the camera system completely remotely controlled. Directed by Guy Ritchie, the spot was awarded a Gold Lion at 2008 Cannes International Advertising Festival (and also went to receive a gold at the 2009 ADC Awards for Broadcast ads).

Production Company: Anonymous Content, Independent Films

Director: Guy Ritchie

Cinematographer: David Higgs

Camera Operator: Julian Morson

Focus Puller: Matt Poynter

Axis Silicon Imaging Technicians: James Eggleton, Peter Marsden

Hero Footballer: Gilbert Montoya