Sometimes it just works….

April 30, 2009

Onwards from AKQA on Vimeo.

Good job, Nike.

Why? Because many times creative endeavors get stifled when companies try and squeeze them to fit their exacting mold. This is an example where a brand is reflected thoroughly in a project (here: animation), but in a way that doesn’t detract from how beautiful, simple, and well executed it is. The brand is absorbed, not bluntly inserted.

Think what would happen if Nike micro-managed every aspect, every detail of this piece; it wouldn’t have come out nearly as great. Its spontaneity, its wonder could have easily been quashed by a Nike exec saying this or that should be changed because “Nike runners don’t tend to run in space.” Let artists be artists and let them create. Trust is the way to better advertising.