I recently came across the film technique called match cut. Wikipedia defines as:
A match cut, also called a graphic match, is a cut in film editing between either two different objects, two different spaces, or two different compositions in which objects in the two shots graphically match, often helping to establish a strong continuity of action and linking the two shots metaphorically.
In short, it’s often used as that cool effect to show the passage of time — and ultimately, narrative.
In this 2008 example, Nike tells the story of an unnamed football player rising through the ranks of club football through to the Champion’s League. I find it particularly resonant that it’s shot from a POV (point-of-view) perspective, further engaging the viewer by immersing them in the ‘shoes’ of the protagonist. Each frame is a real-life snapshot, complete with an emotive hook to inform the next sequence.
I believe the true cleverness of this piece is that it mimics memory, and more specifically, the way we tend to remember the emotive extremes of any given event. In hindsight, we rarely recall the entire sequence of say, a night out with friends, running a marathon, or sitting an exam. But what we do see in our mind’s eye are the moments of frustration, pain, anger, elation and pure triumph.
Ultimately it’s a vehicle to sell more shoes, but Nike does what it does best, and that’s inspirational brand messaging to moves millions. And for an ageing part-time athlete reliving his youth, every little nudge to help get over those motivational humps is fine by me.
tdha
