Quarterback Russell Wilson and his team at West2East Empire created the spot ‘Winner Stays’ for his Nike Alpha Menace II Player Edition cleat that was recently released. Rather than just star in the commercial, the production team created the entire spot in support of the shoe.The team wanted to create excitement around the shoe and connect it to youth football through the creative. The team created the spot on spec and did everything from casting, to location scouting, shooting, creative direction and more. Once it was created, West2East and Wilson worked with Nike to release the video, tied to his Russell Wilson Passing Academy camp for kids 8-17.In the spot, a group of kids is seen sneaking into a dirt lot at a construction yard. There, they have a spirited game of flag football. After one kid thinks he’s scored a TD, he is called back by the girl who grabbed his flag. Then Wilson comes in, blowing a whistle. The kids flock to him. He states, “I got next.” The kids counter with “winner stays,” meaning the loser must go home. He then joins the game, as the cleat is featured in both action shots and cutaways.CreditsProduction: West2East EmpireBrand: NikeCreative Director - Daniel MoggDirector - TK McKamyProducer - Vic Wise, Brent MadisonDirector of Photography - Jon ChemaTyco Car Driver - Ryan HaugTyco Car Op - Corey Koneniec1st AC - Keith Hudson2nd AC/Editor Asst. - Adam GatdulaLocation Sound Mixer - Dayana CapulongGaffer - Cole PisanoKey Grip - Casey SchmidtG&E Swing - Rachel WeinkaufProd Coord. - Kristina CapulongEditor - TK McKamyLead VFX Artist - Joel Robertson - Fourth CrownVFX Assistant - Richard Adam Jones - Fourth CrownVFX House - Fourth CrownCompositing - Kyle DeetmanColor House - RKM StudiosColorist - Ryan K. McNealPost Sound Mixer - Cody Twitchell @ FivesOriginal Original Music by G Yamazawa 'North Cack'Special Thanks: Dirt Exchange, Koerner Camera, Motion State, RKM Studios, Fourth Crown