Admen created a “frozen” moment for Nike, on Venice Beach in California, promoting their Jordan shoes collection.
The video went viral with almost 900,000 users watching it in a week's time, and it looks like it's about to reach the coveted million views.
Chris Paul doubles roamed Los Angeles and created a giant piece of artwork by freezing near the beach. The human chain recreated the movement of a basketball player in a game, in what could have been a series of photographic frames meant to create a stop motion clip.
This is not the first time Nike uses this concept in an advert, although it has never been relayed live, without the help of the slow motion effect and studio editing. They used a similar technique in this Michael Jordan "Frozen Moment" ad from 2006: