Ladainian Tomlinson sees the play before it happens. The spot holds on him at the line of scrimmage, runs the play as he pictures it, and returns to him still waiting for the snap.
Michael Mann directed through Alturas Films for Wieden + Kennedy Portland, part of Nike's Quick is Deadly launch for the Zoom shoe. Qualcomm Stadium could not be filled for the shoot, so Asylum built the crowd instead: a full stadium of CG characters driven in Massive, with only the sideline actors shot for real. The stadium was mapped before the shoot, seat dimensions and capacity were measured on the day, light readings were taken across the bowl, and a five-person team pulled lens data off up to seven cameras at once. The television spots began airing on 5 August 2007.