I love football. Nike loves football. Nike's customers love football. But sometimes, football loves football a little too much.

To launch the Alpha Menace cleat, we set out to do something the category wasn't doing: have fun. The sport had spent years marinating in intensity and aggression, and a new generation of athletes — more social-native, more self-aware, more willing to be in on the joke — was ready for something different.

So we developed irreverent digital shorts starring an unlikely character: the typically serious Russell Wilson. The result was a creative platform that traded grit for wit and felt genuinely fresh for the moment.

We'd like to include a disclaimer that no mannequins were harmed during filming. The tape proves otherwise.

Team: Keith Byrne (CD), Nick Sugai (ACD), Michael Dooley (AD)