BUCK 39 Nike Unexpected Running Conversations
Pou Auaha / Creative DirectorThomas Schmid
Ringatoi Matua / Design DirectorsEge Soyuer, Lucas Brooking, Simone Noronha
The fresh, bold illustration style and animation was expertly woven into the live action footage to create the eye catching piece for Nike.
Nike NYC came to us with a great idea: They wanted to pair artists with athletes’ stories to create inspiring content for the NYC running community. We were invited to spearhead the campaign through a series of spots that mixed live-action and animation, each profiling a different runner and each featuring the work of a different artist. After selecting three artists from our roster of talented folks, we were off and running with the Nike crew.
Nike wanted to tell honest, unfiltered, and intimate stories, showcasing the catalytic change and motivation that running inspires. We started with the research, crafted the scripts, and led the interview process with each of the athletes being profiled.
We then partnered with a director to determine the overall look and feel of the live-action portion of the spots and, of course, we did the design and animation. Our lightning fast post team delivered the edit and we got it to the finish line without pulling a hammy.
Running in NYC is distinct because of the chaos and diversity of the terrain: the sky-high buildings, clogged bridges, the hoards of faces, parks, basketball courts, errant cars, and scooters — it’s a divine sensory overload and a maze for the uninitiated.
Nike wanted to capture this unique experience in a way that resonated with the running community in true New York style — big energy, bright colors, and unexpected stories made accessible to runners of all capabilities.
Athlete: Shalane Flanagan
Shalane Flanagan is an American long-distance runner, Olympic medalist and New York City Marathon champion. She was the first American woman to win the New York City Marathon since 1977. We picked up her story as she was leaving retirement to run all six world majors in just 42 days.
Athlete: Old Man Run Club
Old Man Run Club was founded by three friends from NYC who joked about being and feeling old while running. In spite of their name, they are open to all genders, ages, and paces as a platform for getting runners more acquainted with longer distances.
Athlete: Thomas Panek
Thomas Panek is one of the most inspirational people we’ve ever had the opportunity to meet. Not only is he the first blind runner to run a half marathon in New York, but he is also president of Guiding Eyes for the Blind, which trains guide dogs for people with severe vision loss.