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The Mill collaborates with Nike for their 2010 World Cup campaign


The Mill worked on Nike’s ‘Write the Future’ advert for the 2010 World Cup. The advert included global superstars such as Christiano Ronaldo, Wayne Rooney, Kobe Bryant, Roger Federer, and many more.


Alejandro Gonzalez Inarritu

Director of Photography


Executive VFX Producer

Stephen Venning


Anonymous & Independent Films

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The epic three-minute “Write the Future” film takes people on a journey that dramatically captures that one moment when headlines are written from a single pass, or one strike can bring a nation eternal happiness, while bringing others to their knees. Some of the world’s best players, including Cristiano Ronaldo, Didier Drogba, Wayne Rooney, Fabio Cannavaro, Franck Ribery, Andres Iniesta, Cesc Fabregas, Theo Walcott, Patrice Evra, Gerard Pique, Ronaldinho, Landon Donovan, Tim Howard and Thiago Silva, are featured. Special guest cameos are made by tennis legend Roger Federer and basketball superstar Kobe Bryant. Homer Simpson completes the star-studded cast of appearances.

Boosting social media following was a key goal of the campaign and, for the duration of the tournament, Nike Football Facebook fans increased 336%, from 1.1m to 4.8m. The spot was viewed online more than 50 million times and Nike was the most shared brand online in that year. Nike achieved its sales goal of overtaking Adidas to become the world #1 in football.


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