Coolest Thing Ever: Write the Future

June 5, 2010

Welcome to a new column making its debut on Filmpunk – Coolest Thing Ever.
With so much wonderful content out there, I often find myself thinking “well, that was the coolest thing ever” so I’ve decided to start posting them here…

And what better way to kick it off than with Alejandro González Iñárritu’s adrenaline-filled, sprawling, epic advertisement for Nike called Write the Future.

Check it out below:

The piece is a perfect synthesis of efficiency and energy. The sheer ambition of Iñárritu’s Write the Future captures the intensity of the game, the pop culture aspect of being a sports god (or martyr), and is a visual smorgasboard as captivating as your likely to see in a field defined by such distilled, perfectly rendered imagery. It also boasts some of soccer’s biggest stars, several awesome cameos and is packed with so much detail that it makes repeat viewings a delightful necessity.

But what it ultimately boils down to is a simple portrayal of the predictions we all make when faced with a defining moment.

Write the Future is bound to become the most influential piece of advertising since Ridley Scott’s 1984 Macintosh commercial and Iñárritu continues to prove that he is one of world’s most important filmmakers. Can’t wait for Biutiful!


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