As Nike Action Sports went into production of their first ever "Just Do It" spot (The Chosen), Nike 6.0 asked us to create a campaign that would build to the upcoming "Just Do It" crecendo.

The original concepts for The Chosen “Just Do It” spot was centered around a musical "Jam Session". Creatively, they were going to put Nike athletes on "the global stage" shot at night like a rock concert. They wanted a campaign that would begin to frame the athletes as rock stars and generate anticipation for the big show.

Our solution was the "Behind the Performer" campaign.
What says rockstar better than coveted, well used vinyl records?