Nike
Just Do It

This campaign set out to re-define Just Do It for the action sports generation. It's not about the finish line. Or being the fastest. Or the I-just-beat-you-by-20-points-ness. It's about self expression, camaraderie, and progression. 

It brought together multiple sports and their individual personalities, and puts them all on one giant stage.

We commissioned then-unknown Hanni El-Katib to make his first single, a cover of George Clinton and Parliament Funkadelic's 'I Got A Thing' to tie it all together. 

Online, users had a chance to assemble their crew of riders to make a film showing off their skills and camaraderie. The best films were chosen by Nike athletes, and those crews got to go on the surf, skate, or snow trip of a lifetime.

Before this campaign, night shoots with this level of production had never been done in action sports. This 17 minute film highlights the immense undertaking and provides added insight into the campaign idea.