Nike - Haaland Force of Nature (Force9)
Erling Haaland was projected onto the waves, completely real! Commissioned by Nike Football, we were asked to bring Erling Haaland back to Norway to celebrate the launch of the new Phantom GX Elite football boot.
The result was a series of projections interacting with the coast's rock formations and powerful waves, depicting Haaland as an unstoppable force of nature across the Norwegian landscape. Everything was filmed in-camera, and the team traveled by boat to challenging locations, carrying one ton of equipment by hand over rocky terrain to explore Norway's exposed coastal landscape.
Challenge:
In this project, Storywell assisted with several deliverables. First, we were contacted to help find an optimal location for the shoot, and later we were also asked if we could be the local production company for the entire production and be responsible for drone operations. It was a very ambitious project with a short deadline, and several natural elements had to align.
Regarding the location, it was important to find a place where one could project directly onto a smooth rock formation rising straight out of the sea to get a clear image of Haaland. There was also a need for a good platform perpendicular to the rock formation where the projector, generators, camera, and lights could be placed. Additionally, large waves had to come in, and it had to be possible to access the location with all the equipment.
Regarding logistics, it was important that the production proceeded safely, that the production had the necessary means of transport, and that all production equipment was in place.
As for the drone, it was important to have one with a bright camera since filming was to be done at dusk, and at the same time, we had few attempts to get the shot right as the optimal light only lasted a few minutes.
Solution:
After several days of scouring Google Maps, we finally found that the west coast of Sotra was one of the few places in Norway with steep cliffs, waves, and accessibility, and the choice ultimately fell on the disused Wave Power Plant and Skogsøytuna.
Both locations are challenging to access and land on, so we concluded that we needed small boats that could operate in shallow waters, carry a lot of equipment and personnel, and be stable in large waves. Additionally, we hired a safety team to ensure that everyone moving close to the edge was well secured.
We chose the DJI Inspire 3 drone, which features an excellent camera with interchangeable lenses, allows for two operators, and provides the client with their own monitor to ensure the correct image and composition in real-time.
The Result:
The project was a great success, with Nike and Haaland achieving tens of millions of views and engagement across their social media channels.
Credits
Client: Nike Football
Agency: Initiative
Executive Producer: Daniel Postelthwaite @danpos23
Producer: Helen Dulay @DJhellyhell
Director / DOP: James Medcraft @jamesmedcraft_dop
Local Production Company: Storywell @storywell.no
Camera Operator: Matt Watt @shotbymattwatt
Drone Operator: @Storywell.no @larskovald
Fixer: @Storywell.no @larskovald
Grade: Matt Turner: @absolute_post
Audio: Sebastian Oliwa @oliwa.audio
Media Server Operator: @studiojacksontayler Projection Rental: @creative_technology_no
Rope Safety Team: @climbworks.se
Feedback from Nike:
“ Storywell provided excellent technical services as well as great local knowledge.
Lars and his team were incredibly helpful and adaptable to every challenge we threw their way!
Couldn’t recommend highly enough.”
- Dan Postlethwaite
Behind the scenes video and photos
