Some projects run the gamut synapse-fast, and nothing can slow them down – including this project for Nike’s monthly digital initiative – their Spring 2020 X-Cat Train-Run Style Guide. We scouted, prepped, planned, and executed this series of short vignettes within 10 days, capturing all assets in a single shoot day, on the last workday of the year.
Nike
React Infinity.
As a conduit for Nike’s goals for this product launch, we drew inspiration from the aesthetic of an earlier campaign and brought a fresh take to life at lightning speed. To make the most of our quick timeline and budget, we chose to shoot in our backyard in PDX. This meant we had to outsmart the rain while keeping to the brief: a dual initiative, outdoors, that highlighted running and training in the same edit. We didn’t want this shoot to look or feel like Portland, so our team took a smart approach to scouting. We chose a location that – under the right creative guidance – would feel expansive enough to support our talent and capture our story.
While the shoot had to fit the look of Nike’s previous initiatives, this one was special – we were at the forefront of Nike’s newest run technology, the launch of their React Infinity Running Shoe. Aptly, we tackled the project with a small, nimble crew that could think big and react on their feet. This included close collaboration with our Photographer, Sheldon Sabbatini, and our production-savvy client partners.
Our takeaway? It doesn’t take a big team or a long timeline to produce high quality, high output collaborative content. It takes a good eye, a few quick turns, and that electric connection between the story and those capturing it. We tackled this project because we had a small, smart crew that worked closely with the client through each phase of the process. Together, we created compelling visuals and setups that allowed the talent to feel their best and deliver a strong performance. Even our rapid schedule – under 15 minutes to capture each scene – couldn’t stop us. Some stories just want to move fast.
