luciano podcaminsky + nike women = “surgery”.

Working with @radical.media, the same brainstorming studio that produced Christopher Riggert’s recent Aussie Nike Air Force 1 spot, Luciano Podcaminsky is the man behind the much-hailed viral “Surgery” for Nike Women online. One of my fave directors, for “Surgery” he picked up a well-deserved 2007 Bronze Lion for Clothing and Footwear. When you check out the spot it’s not hard to see why:

Besides creating much buzzed about adds for Sprite, Axe, and Canal+, he’s also behind this great ad for the apparently never-ending “Got Milk?” campaign:

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