PULL Takes their Music To the Streets For Nike s FootballX Skills Branded Content Series

Crafty soccer moves are no longer an international secret, courtesy of an intriguing new branded content online video series for Nike called FootballX Skills, created by agency AKQA and paced perfectly thanks to original scores from the New York City-based music company Pull and composer Mitch Davis.

The six 1:00 installments, produced by Picture Farm, New York, and directed byChristopher Anderson and Toddy Stewart, showcase street soccer players from Long Beach, California and Amsterdam revealing their trademark moves in detail. Beautifully shot and deftly edited, the videos demonstrate how to upgrade your game with The Cobra, The Beast Chip, The Glitch, The Flick Flick, The Scorpion and The 360 Backheel Flip.

Davis devised distinctive musical themes for the two cities, then made variations on each theme by approaching the different videos as if they were individual cuts on an artist's album. The Long Beach tracks feature a gritty, swamp rock feel thick with anticipation, while the Amsterdam songs build up a tense beat intercut with 8-bit flourishes and sonic effects.

To make the scores varied but related, I tried to think about them as different songs on the same record, Davis says. For example, all of the ones in Long Beach have the same basic instrumentation, drums, guitar, violin, but they're all used to emphasize unique aspects of each players personality. The spots for Amsterdam feature synths prominently, and all feel like songs from the same band.'

With recording credits that include collaborations with U2, Danger Mouse and Bobby Womack, Davis knows how to make the most of his SoHo studio - an enveloping wonderland of keyboards, guitars and gear - to create genuine artist tracks. His experience recording and performing as the artist Orba Squara, which earned music placements for Apple, Walmart, Iams and Goodyear, add to the authenticity.

Davis and Pull Executive Producer Scott Brittingham were glad to be asked back for another Nike soccer campaign, following PULL's work on the award-winning series Inside Small-Sided in the summer of 2015.

Campaigns like this are fun to do, Mitch Davis adds, because the inspiring visuals open up a lot of creative possibilities.

About Pull:

Founded by Mitch Davis and Scott Brittingham, Pull is a full service music company for all media, working from their New York City studios. For more information, visit www.pullpullpull.com

Web Resources:

Click below to watch Nike Football X Shorts:

The Beast Chip:

https://vimeo.com/143266155

The Flick Flick:

https://vimeo.com/143020321

The Glitch:

https://vimeo.com/142929028

The Cobra:

https://vimeo.com/142929027

Creative Credits:

Client: Nike Project: Football Skills X (6 1:00 branded content shorts)

Agency: AKQA, Amsterdam, Netherlands & Atlanta, GA

Creatives: Reef Younis, Ian Applegate, Toby Burnett, Grace Carroll

Reef Younis, Ian Applegate, Toby Burnett & Grace Carroll - See more at: http://www.picturefarmproduction.com/nike-footballx/#sthash.bY3NxcQH.dpuf

Production: Picture Farm, New York

Directors: Christopher Anderson, Toddy Stewart

Cinematography: Alex Disenhof

Additional B-Roll Camerawork: Byron Shah, Toddy Stewart

Music: PULL, New York

Composer: Mitch Davis

Executive Producer: Scott Brittingham

Editorial: Picture Farm, New York

Editors: Rodrigo Balseca, Jamie Lansdowne, Joe Barglowski

Animation & Design: Jan Tompkins-Jackson, Toddy Stewart Producer: Leslie Yoon

Color Correct: MPC, New York

Colorist: Adrian Seery

Audio Mix/Sound Design: Yessian, New York

Engineer/Sound Designer: Weston Fonger

Producers: Johnny Fego, Wes Auburn

photographer/director Christopher Anderson

Nike Creative Director: Tom Kydd Agency Team: Reef Younis, Ian Applegate, Toby Burnett & Grace Carroll Directed by Christopher Anderson & Toddy Stewart Cinematography by Alex Disenhof

Additional B-Roll Camerawork by Byron Shah and Toddy Stewart Color by Adrian Seery of MPC

Score by Pull

Audio Mix & Sound Design by Weston Fonger at Yessian

Produced by Johnny Fego & Wes Auburn Post Produced by Leslie Yoon Edited by the PF Post team of Rodrigo Balseca, Jamie Lansdowne and Joe Barglowski Title Animation & Design by Jan Tompkins-Jackson & Toddy Stewart - See more at: http://www.picturefarmproduction.com/nike-footballx/#sthash.3nxJrTHs.dpuf

Agency Team: Reef Younis, Ian Applegate, Toby Burnett & Grace Carroll Directed by Christopher Anderson & Toddy Stewart Cinematography by Alex Disenhof

Additional B-Roll Camerawork by Byron Shah and Toddy Stewart Color by Adrian Seery of MPC

Score by Pull

Audio Mix & Sound Design by Weston Fonger at Yessian

Produced by Johnny Fego & Wes Auburn Post Produced by Leslie Yoon Edited by the PF Post team of Rodrigo Balseca, Jamie Lansdowne and Joe Barglowski Title Animation & Design by Jan Tompkins-Jackson & Toddy Stewart - See more at: http://www.picturefarmproduction.com/nike-footballx/#sthash.3nxJrTHs.dpuf

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