WHEN NIKE WANTED A DOCUSERIES FOR THEIR 50TH ANNIVERSARY, WE FOLLOWED THEIR MANTRA AND JUST DID IT.
Develop a docuseries for Nike’s 50th anniversary that highlights individual members of the Nike team and how their unique roles align with Nike’s core values and contribute to the brand’s overall mission.
We started by creating a brand identity and title for the docuseries. If it was going to resonate with thousands of employees at Nike HQ, it needed a powerful brand.
In addition to being a literal reflection of the series’ content—employees at work—we chose the name “Work in Progress” to emphasize Nike’s continual march towards innovation, and unwavering focus on the future of sport.
To demand attention, the brand system of the docuseries included bright colors and bold, eye-catching typography. We worked these elements into each episode within the lower thirds, motion graphics, and more.
Focusing on execution, we developed a pre-production plan of action—we collaborated with Nike to find the subject of each episode, then conducted very thorough interviews to learn more about them and their role, and truly understand the impact they are making at Nike. Then, we developed a story arc for the episode.
Then it was time to put together a schedule, coordinate flights, and set off to shoot.
While there, we followed our subject over the course of a week, conducting more on-camera interviews and capturing candid content along the way. Simultaneously, our editorial team reviewed footage remotely each morning at Defy HQ in Philly, cutting together the framework for the final product.
The client’s response was overwhelmingly positive, proving that great stories can come together quickly when teams put collaboration first. Stay tuned for future renditions of Work in Progress.
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"Nike needs partners that build on our ideas and help us grow our business. Defy is that partner. They are original thinkers and excellent collaborators. They help deliver work that is strategic, creative and exciting. They know Nike and they know how to create content that is engaging for our brand." — Steve Settle, Global Manager: Content Creation & Production