Three hot weeks, four Latin American cities, vast amounts of street football. The Picture Farm team recently produced a photographic journal and a series of short films for Nike’s “Small Sided” 2015 Copa America campaign. From Mexico City to Rio De Janeiro, on to Santiago then Buenos Aires, director Christopher Anderson and producer Ben Freedman went on the hunt to capture the authentic daily boil of passion, struggle and intensity that so often creates the world’s greatest footballers.
While Mr. Anderson and Mr. Freedman captured in the field, they sent their footage back to Toddy Stewart in New York to start crafting the storylines they were finding in the field. Corralling the help of the music house Pull, Toddy & Christopher collaborated with Mitch Davis and Scott Brittingham to build a suitable soundscape that would help define the psychological intensity.
The PF and Nike creative teams then sat down for a few weeks of script writing, film editing and conceptual wrestling to distill these community-based documentary stories into films that would give a glimpse into the psychology of these gifted, aspiring athletes.
The series has won the gold medals at the 2015 LeBook Connections Stockholm and 2015 LeBook Connections London and has garnered an Official Honoree citation for the 20th Annual Webby Awards in the category of Online Video – General Film : Sports.
The film “Mexico City” is also nominated for a 2016 Webby in the category of Online Video – Performance & Craft: Best Editing.
“Nike always seems to do a great job in supporting small communities and subcultures…” – Hypebeast
In the slider below are the three full films for Santiago, Rio and Mexico City:
This collaborative translation of the Christopher Anderson’s photographic vision also created a compliment of films interactive elements for the Nike News site. “Scrubbable” moves and art docu/interview films buttress the photo and film vision.
The heart of the success this sort hybrid print/photo project offers: an array of promotional assets that balance art and commerce, the likes of which rarely seen in the context of sport.
“Nothing short of a masterpiece…” – The Love Of Sports
“Through a new series of short films, striking photography and stories from the soul of the game, Nike travels across Latin America documenting the influence the small sided game has on the development of football across the continent. Ahead of the 2015 Copa América, the journey is looking strong.
Much more than any sport or hobby, football forms a significant part of national identity in this part of the world. Football helps people learn how to express themselves, forge friendships and bond with their community.
Over the last century the region has molded some of the most awe-inspiring players and technically gifted teams that football has ever seen – with unparalleled consistency. In Latin America football begins with small-sided.
In this four-part story series, professional players, aspiring talent, leading coaches and cultural figures all provide insights into the rich small-sided heritage in Mexico City, Rio de Janeiro, Buenos Aires and Santiago de Chile.
Playing on crowded, confined pitches equips players with the ability to control and move the ball at speed, boosts confidence in possession and instills a sense for ruthless finishing. The best players from Latin America established their roots in small-sided.
The unique characteristics of the small-sided game, including specific insights from across Latin America, provided the inspiration for the recently launched NikeFootballX collection, which features remixed versions of Nike’s groundbreaking football boots, Magista and Mercurial.” – Soccerbible
As part of his epic, four country exploration into the psychology of small sided football, Christopher Anderson captured a series of interviews with local artists and personalities in each of the cities we covered. These neighborhood aficionados spoke at length about the passion and meaning of the game as it relates to them and the urban world around them.
The result: peculiarly thoughtful meditations on creativity and context.
Watch the full-length interviews below: