This is one of the first films Division of Labor did. Overall global views were somewhere in the 5 million range with no paid placements, and the debate online raged as to whether or not the shots were real or had been manipulated.
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Before Division of Labor, the ad agency in San Francisco, was officially even open for business we got a call from an ex-client who needced help with this Nike project. We only had a couple days to generate some ideas for a new woman’s CrossFit shoe and present them to the Nike team. So we dropped everything and started working on it. He called us because he knew we had worked on Nike previously for a few years at Goodby Silverstein and Partners. We had launched Nike Snowboarding with our friends Al Kelly and Jon Soto and also produced campaigns for Nike Mountain Biking, Nike ACG, the Nike Alpha Project and Lance Armstrong and Nike Cycling (before we all found out what a scumbag Lance really was.)
So with all that Nike experience, we got a shot.
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Yes. 100%.
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They hire talent, brief them well and move on.
Nike treats their internal creative teams and their external partners like partners. They don’t dictate the solution, they simply articulate the problem very well.
So when the agency is briefed, the budget is clear and reasonable upfront. If it’s small, they ackowledge it and tell you why. But they always know the realities of what things cost. They give clear timelines based in reality. They share the products and steep you in the brand so the creatives become ambassadors in and of themselves. And they respond to the creative you present. They don’t wonder what else might be or throw out their own ideas. They brief you well, choose and idea, lay out any concerns and expect you to solve them. They are true professionals in every sense of the word. And as one of the top ad agencies in San Francisco, Division of Labor is honored to have Nike on our roster and we would drop everything to work with them again should the opportunity ever come up.