Nike Unexpected Running Conversations
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 BUCK artist. After selecting three artists from our roster of talented folks, we were off and running with the Nike crew.
Athlete: Shalane Flanagan
Artist: Ege Soyuer
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.
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.
Athlete: Old Man Run Club
Artist: Simone Norohna
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.
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: Thomas Panek
Artist: Lucas Brooking
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.
Jobs like this one make us feel truly blessed. Besides the creative freedom Nike afforded us, the chance to tell these inspirational stories was a dream come true. This was a great opportunity for individual BUCK artists to shine and they rose to the challenge. We love our partners at Nike and appreciate the trust they put in our team.
Group Creative Director
Associate Creative Director
Head of Editorial
Head of Finishing
Head of Finishing