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The Industry | Episode 25

Behind The Scenes With Nike

Nike On a basketball court in a gym with an African American man wearing a gray t shirt holding a ball looking at the video display smiling

On The Set Of Nike

Things don’t always go according to plan.

It’s important to be prepared for the unexpected. But, at the same time, that’s asking a lot. Especially when you’re planning a production as involved as this. We never would have expected that our talent would cancel on us last minute. Could we even have be prepared for an unexpected outcome such as this? Nope. That’s when it’s time to improvise, adapt, and overcome.

When we were on the set filming this spec ad campaign for Nike sneakers, we had everything sorted and prepared. The scene was set, the cameras were ready, the lighting prepared, and the talent never showed up. Well, now what do we do? Good question.

We often say that a huge part of our success is derived from movie magic. And we stand by that assertion. That’s not to say perservernce does not play a role. It just means that sometimes, when you try and try and try to succeed against all odds, you get lucky. We got lucky on the set of Nike.

When our talent cancelled, we took to the streets and by chance or luck or destiny or what-have-you, we met Dane… a.k.a “The Homie,” “The Savior,” The Chosen One.”

Check out our Nike portfolio to see Dane in action. We love the way the video turned out, and would love to hear what you all think about it.

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