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Australian video director accuses Nike and the BBC of plagiarism Australian video director accuses Nike and the BBC of plagiarism
(7 months later)
Video directors from Australia and the UK have accused Nike of “shamelessly” ripping off their works in its new ad. A commissioning agency that created the ad for Nike had been in touch with both artists in the early stages of the ad’s production.Video directors from Australia and the UK have accused Nike of “shamelessly” ripping off their works in its new ad. A commissioning agency that created the ad for Nike had been in touch with both artists in the early stages of the ad’s production.
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Australian director Selina Miles said a Nike commercial featuring Brazilian footballer Neymar Jr bore “uncanny similarities” to her video Limitless and another video called Barcelona GO! by British director Rob Whitworth. Miles also accused the BBC of plagiarising Limitless for a video filmed for the Formula 1.Australian director Selina Miles said a Nike commercial featuring Brazilian footballer Neymar Jr bore “uncanny similarities” to her video Limitless and another video called Barcelona GO! by British director Rob Whitworth. Miles also accused the BBC of plagiarising Limitless for a video filmed for the Formula 1.
Barcelona GO! and the Nike ad both begin in Barcelona’s Park Güell, zoom into the word “Barcelona” and feature time-lapse tracking shots of a figure walking through the city’s gothic quarter. The ad then cuts to shots of a street artist at work, which also features in Miles’s video Limitless.Barcelona GO! and the Nike ad both begin in Barcelona’s Park Güell, zoom into the word “Barcelona” and feature time-lapse tracking shots of a figure walking through the city’s gothic quarter. The ad then cuts to shots of a street artist at work, which also features in Miles’s video Limitless.
Miles told Guardian Australia a London agency had been in touch in September last year regarding a video they were working on for Nike. “They sent a brief which included a page of stylistic references, which referenced only two videos – mine and Rob’s. I wrote back saying I would be happy to work on it and that I was glad to see Rob mentioned as I loved his work.”Miles told Guardian Australia a London agency had been in touch in September last year regarding a video they were working on for Nike. “They sent a brief which included a page of stylistic references, which referenced only two videos – mine and Rob’s. I wrote back saying I would be happy to work on it and that I was glad to see Rob mentioned as I loved his work.”
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After several exchanges Miles received an email informing her that Nike had decided to go with a different director. She believes that whoever designed the ad built their concept around Limitless and Barcelona GO!, and said copying work is unfortunatelycommon in the advertising industry.After several exchanges Miles received an email informing her that Nike had decided to go with a different director. She believes that whoever designed the ad built their concept around Limitless and Barcelona GO!, and said copying work is unfortunatelycommon in the advertising industry.
“I assume that director would have been instructed to copy parts of Rob’s work shot for shot. There are also other things mentioned in my treatment that were used in the video,” she said.“I assume that director would have been instructed to copy parts of Rob’s work shot for shot. There are also other things mentioned in my treatment that were used in the video,” she said.
In a Facebook post Miles said a video produced by the BBC UK Formula 1 also bears similarities to Limitless. Both feature men in white hazmat suits throwing paint on one another. She said she was also contacted by BBC about the project, but never heard back after her reply.In a Facebook post Miles said a video produced by the BBC UK Formula 1 also bears similarities to Limitless. Both feature men in white hazmat suits throwing paint on one another. She said she was also contacted by BBC about the project, but never heard back after her reply.
Miles said she will not be pursuing legal action. “I have already spent a full working day dealing with this situation, trying to track down those responsible and I am feeling quite demoralised. I aim to put this behind me and focus on my work,” she said.Miles said she will not be pursuing legal action. “I have already spent a full working day dealing with this situation, trying to track down those responsible and I am feeling quite demoralised. I aim to put this behind me and focus on my work,” she said.
A BBC spokeswoman said they had not received any communication from Miles regarding the accusation and as such would not provide comment.A BBC spokeswoman said they had not received any communication from Miles regarding the accusation and as such would not provide comment.
Barcelona GO! director Rob Whitworth told Guardian Australia he was shocked by the similarities between the Nike ad and his video. “I couldn’t quite believe it. It’s so close to the content of the Barcelona film,” he said.Barcelona GO! director Rob Whitworth told Guardian Australia he was shocked by the similarities between the Nike ad and his video. “I couldn’t quite believe it. It’s so close to the content of the Barcelona film,” he said.
Like Miles, Whitworth said he and his wife were contacted by the same London agency about the Nike project and exchanged ideas over email, which have since been viewed by Guardian Australia. Whitworth said a few weeks later they were told Nike had decided to “go with a different option”.Like Miles, Whitworth said he and his wife were contacted by the same London agency about the Nike project and exchanged ideas over email, which have since been viewed by Guardian Australia. Whitworth said a few weeks later they were told Nike had decided to “go with a different option”.
The directors are not claiming ownership of a style, or claiming “to have invented making time-lapse videos in Barcelona”, Whitworth said. Even if they had been hired to shoot the video for Nike, they would not have referenced their own video so closely, he said. “The issue here for me is how close the two videos are in terms of content, rather than any conceptual claim over a certain style.”The directors are not claiming ownership of a style, or claiming “to have invented making time-lapse videos in Barcelona”, Whitworth said. Even if they had been hired to shoot the video for Nike, they would not have referenced their own video so closely, he said. “The issue here for me is how close the two videos are in terms of content, rather than any conceptual claim over a certain style.”
Whitworth said he and his wife were unlikely to pursue legal action. “We decided long ago to focus on making films rather than lawsuits. However watching this video did make me wish I’d trained as a lawyer,” he said.Whitworth said he and his wife were unlikely to pursue legal action. “We decided long ago to focus on making films rather than lawsuits. However watching this video did make me wish I’d trained as a lawyer,” he said.
Nike and the London agency have been contacted for comment.Nike and the London agency have been contacted for comment.