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By Amy Houston | Senior Reporter

November 21, 2023 | 3 min read

The spot was created by Wieden+Kennedy Shanghai, production company Hamlet and was directed by Henry Scholfield.

Nike has released a fantastical ad to tout its 2023 Winter collection. The 60-second spot titled ‘More Than Warmth’ features a dedicated team of eccentric warmth-obsessed researchers who conduct tests on the Nike Winter Collection and revel in their scientific achievements when the garments ace every test. Each scene of the film is inspired by a specific jacket attribute.

Zhong How, creative director at Wieden+Kennedy, said: “To truly test the warmest products, we had to create an entire world of cold, and in it, innovators who are obsessed with warmth. Creating the tests and building this world was a fun and creative process.”

The ad is part of a multi-channel campaign in China, including cinema, out-of-home (OOH), and digital channels.

Director Henry Scholfield added: “Each test and the base concept of the experimental designs were conceived around the principles of ‘what if’ and ‘why nots’… a lot of sideways logic but in the end there is a reason for everything (we promise!). Real pleasure for me to get to work with the very talented creative crew at W+K Shanghai.”

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