A scene from the Nike spot "Rush Hour".  Photo courtesy of Nike.

September 1, 2007 - The backdrop of late afternoon New York plays a prominent role in Nike’s recent commercial, “Rush Hour.” In the advertisement, a young woman at the local laundromat tosses quarters in a washing machine. As the washing machine flashes thirty minutes on its timer, the woman heads outside and runs through the city streets.

The Mayor’s Office of Film, Theatre and Broadcasting facilitated production and helped the commercial achieve its artistic vision. “To give a visual polish to an everyday movement, we wanted to use theatrical lighting – which means we had to control the light source,” explained commercial director Cassidy Gearhart. The Mayor’s Office permitted the use of the shaded roads beneath a Riverside Drive overpass in Harlem, and provided police assistance as the camera and lighting teams followed the woman’s every step on her run.

Reflecting the growing influence of digital media, this commercial was broadcast exclusively on televisions inside Nike stores nationwide and on nike.com. “We’re seeing companies expand their ad campaigns,” commented Gearhart. “Businesses continue to invest in nationally broadcast commercials. Yet they are also spending more on specific pieces tailored to a narrower audience for viewing on the web and eventually on cell phones.”

New York City was the logical choice for the commercial. In addition to being home for the advertisement’s production team, New York City complemented the campaign’s message. “In the commercial, the runner draws energy from the city’s history and the gritty edge of the buildings around her,” said Gearhart. “We felt New York City was the appropriate place to convey the idea that jogging in an urban environment can be an energizing, inspirational experience.”

For a streaming video of the commercial, please visit the following link: http://www.insecretagreement.com/client/rush_hour/Rushhour_Directors_cut.mov

The production credits for this commercial includes the following:
Nike "Rush Hour"
Production Company: In Secret Agreement
Producer: Julian King
Director: Cassidy Gearhart
Concept and Treatment: Julian King & Cassidy Gearhart
Director of Photography: Max Goldman
Editor: JKCG
Music and Sound Design: Omar Jon Ajluni
Colorist: Tom Poole/ The Mill
Client: Nike
Producer: Christa Panfilio
Creative Director: Manny Bernarndez

Interested in filming in New York City for your next commercial production? Contact the Mayor's Office of Film, Theatre and Broadcasting at 212-489-6710.