Carpenter in Villeneuve in everyday life, model for brands in his spare time and actor for Nike.
Nathanaël Lheureux has a surname that suits his current mood well. At 22 years old, this young person who grew up in Agen and is now a carpenter in Villeneuve-sur-Lot is the “main actor” of the latest advertising campaign signed Nike for “Air Max DN” sports shoes. “. Sneakers of the future based on revolutionary Air technology which are supposed to defy the laws of physics, highlights the American equipment manufacturer.
Petra Collins, photography
The film is produced by Division and directed with Todd Banhazl, cinematographer, and Petra Collins, director and visionary fashion photographer, originally from Toronto, the trendiest of the moment renowned for her personal artistic touch that brands s ‘tear off. Monumental handles post-production.
On the sidelines of his job, Nathanaël is a model within the Nouvelle ère and Sarah M agencies in Paris (shootings for Uniqlo, Visionnaire of the rappers Bigflo and Oli, etc.).
“It was Nouvelle ère which placed me on a casting call, without disclosing the name of a prestigious brand, the only indication I obtained. In November 2023, I am casting in Paris and I am asked to dance giving the impression that I am flying and I have to be very comfortable with my body.” His athletic figure of 1.83 m was sharpened by playing basketball at a regional level with the Penne-d’Agenais club. He maintains it through bodybuilding and is a seasoned dancer in hip-hop, afro and dance hall. Nathanaël moves well.
“The Nohmad casting agency is filming me. A week passes and my agency, which represents me, tells me that it sounds good, that there is a possibility of a call back with the casting director and the client. The call back will not be made. But Nohmad tells me that I am the only optional candidate in the whole of France likely to win the contract. This warms my heart, I’m very happy! “. Confirmed a few days later, he was among applicants from all over Europe: “I jumped for joy, they put me in touch with the production co-director and they asked me for my passport.”
Direction the filming in Hungary
Nathanaël will discover on the eve of departure that it is the giant Nike United States. He finds himself on a plane and immediately in Budapest, Hungary: “I am picked up in a black van with tinted windows, it’s impressive, and I sleep in a magnificent palace, The Four Seasons.” A daydream, but as soon as he puts down his suitcase, he leaves for the fittings, meets the members of Nike, the French and Hungarian production teams, a special effects specialist and the Hungarian stunt company, a large piece of machinery that worked on the film Dune 2. The next day, first stunt lessons: “I learn to be held in a harness at a height of 15 m, static, but I don’t get dizzy being a carpenter”. A stuntman will climb the building wall and Petra Collins will produce the images of Nathanaël at the top in harness which will be used for the film.
The first day of filming took place in an apartment located 30 minutes from Budapest for the first shots, at the home of his grandparents. He wakes up late, pushes the camera away (his idea) and rushes into a covered market in the city, weaving between the people. Almost bionic steps punctuated by the dynamic music of “Praise You” by Fatboy slim.
Four celebrities in the spot
In the film shot with 16 mm Kodak film with particular grain, we see him running, jumping, climbing against a facade, walking on water, creating gusts (using an airplane propeller) on his passage. A power and speed that amaze Drake the rapper, the singer Billie Eilish watering her flowers, the world sprint champion Sha’Carri Richardson and Erling Haaland, football legend in the role of the lifeguard. Celebrities he only discovered a week before the “Feel the Unreal” ad came out on March 26: “I was shocked! The scenes with these stars were filmed on delay in the United States and Great Britain.
Spotted by parent agencies
The aesthetics of the advertising campaign flirt with the quaint atmosphere of 1980s America rendered by the refined, post-communist architecture of Budapest. The synopsis is that Max, his first name, a nod to sneakers, is a child who is constantly late. That day he has an appointment for training at his high school and he says that the coach is going to kill him. Thanks to his air-cushioned sneakers, he arrives on time.
He confides that Petra Collins really liked his performance and his sporting performances. He’s the main character, he’s proud of it. Since this Nike campaign, scout parent agencies (recruiters) have contacted him. The promise of a career is emerging. He cherishes the hope of making a living from modeling one day.
Morad Cherchari.
The return to normal life was a little hard: “I expected it and I realize in hindsight that I had a huge experience. I keep a cool head, everything in its time.” He remains modest. His mother Evelyne, a midwife, is the basis of this close-knit family of five children: an older brother who is a doctor, three sisters who are models and artists and Nathanaël who has a very promising start through this brilliant masterstroke.
