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Cut Through L.A.: A Full-court Press on the Art of Motion 

I recently read an article which discussed in detail the intricate set up behind the creation of the JORDAN CP3.VI: Cut Through L.A. commerical, which was filmed at Venice Beach on September 29, 2012. The commercial, which Nike ran a number of months ago in anticipation of the launch of their new Nike CP3.VI shoes, functions as an artfully arranged string of still images meant to exhibit the superior traction control of the new shoes. The sequence of shots shows a freeze frame progression of Chris Paul as he makes his way down the court, avoiding numerous obstacles in the process. For your viewing pleasure, here is the original commerical:


In describing the making of the video on its Jumpman23 youtube channel, Nike wrote: "For the CP3.VI launch, we created a live "frozen" moment using a chain of Chris Paul doubles in Venice Beach, CA. What unfolds is a unique traction story of how CP3 cuts through L.A." The set design included some 40 performers and a vast number of heavy duty props, including an overturned fruit cart. For a behind the scenes look, watch the video below:

To learn more, go to the CP3.VI interactive website or read the if it's hip, it's here article: Sports Imitating Art imitating Life. Cut Through L.A. Is An Art Installation As A Commercial For Nike. Please find a full list of the video credits for the inspirational ad piece below: 

Agency: Wieden + Kennedy 
Client: Jordan CP3.VI
Director: Andreas Nilsson
Prod. Co.: Biscuit Filmworks
Creative Director: Andy Ferguson
Creative Director: Brandon Mugar
Copywriter: Alexander Barrett
Art Director: Jed Heuer
Business Affairs Director: Sara Jagielski
Business Affairs Manager: Angel Cielo
EP: Dan Blaney
Brand Strategist: Ben Alter
ECD: Ian Reichenthal
ECD: Scott Vitrone
Head of Content Production: Lora Schulson
Production Company: Biscuit Filmworks
Director: Andreas Nilsson
EP: Colleen O'Donnell
Line Producer: Pete Vitale
Director of Photography: Crille Forsberg
Production Designer: Brock Houghton
Wardrobe Stylist: Shirley Kurata
Managing Director: Shawn Lacy
Production Company: Show Cobra
EP: Kate Susman
Editorial Company: Show Cobra
Editor: Dom Whitworth
Post Producer: Charlie Clark
Post Executive Producer: Kate Susman
Music and Sound Artist: Mike Snow
Producer: Pontus Winnberg



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