As an industry leading producer and director, whenever Jamly Yang steps onto a film set, she is a leader. She is in charge of both the artistic and business sides of the production, ensuring everyone works harmoniously to make the best piece of art possible. When directing, she is highly creative, looking at each shot from an artistic standpoint to make the film a success, and when she is producing, she ensures each project she embarks on reaches its maximum potential.
“The responsibility of a producer is not just making sure the production makes a profit, but also to have eyes for stories that can change people’s lives,” said Yang.
These stories are what Yang is known for and are evident in her films The Screenwriter in the Restroom, The Invisible Superman, The Milk Tea, and many more. She also brings that sense of storytelling to her commercials, and with award-winners like the Alpha Browser Commercial, Doritos Campaign, Folgers Coffee, and beyond, she knows how to make an advertisement that not only resonates with consumers, but also entertains.
Yang has worked with many renowned brands throughout her career, including Nike. Yang shot for the iconic sporting wear company back in 2017 for a campaign that went on to win Best Commercial at the San Francisco International New Concept Film Festival 2018.
“This is a trend in the commercial industry, using stories to sell products. It is a trend I both enjoy and believe in, and I love making commercials that move audiences not only to buy something, but also get them to feel something,” said Yang.
The commercial tells the story of three generations of a family. A man gave all the best to his son, and now that the son is a father, he tries to impart some of his own father’s wisdom to his son, and Nike is a part of that. It is a beautiful story.
“Most Nike commercials we see are all about strength and power, but how do you bring more customers who are not entirely about that lifestyle, but who are just normal people who need to exercise every day? You need a touching story. Everyone has a father, everyone runs. Everyone has something from their parents that they cherish. For this Nike commercial, it’s a pair of running shoes that ties to three generations,” said Yang.
The commercial was shot at Land’s End, one of San Francisco’s most iconic spots and a beautiful scenic backdrop for the video. Yang directed, produced, and wrote the commercial, handling the majority of the responsibilities from casting to distribution. She is thrilled to play such a large part in such a successful commercial, especially because she is and has always been a fan of Nike.
“Everyone likes Nike. It’s so iconic to the point where they almost don’t need commercials at all. It is more like a culture than just a sporting wear company, and that’s how Nike differs from other brands,” she concluded.
Check out Yang’s moving Nike commercial here.
By John Michaels