J460. The Nike+ FuelBand Launch. Well Played.

Over winter break I met up with Stefan Olander, the VP of Nike Digital Sport, and he told me he was working on something big. That's all he said. As I've watched the launch of the Nike+ FuelBand unfold, all I can think is, "No shit!" Nike's unveiling of the FuelBand has been exceptional in reaching mass audiences and selling a product that turns working out into a game that can be shared across platforms. The band works to gauge how many calories you've burned and allows you to set a goal of how many you want to burn by the end of the day. You can watch your progress on your wrist or on your iPhone.

I want one. 


Its capabilities are fascinating. Mashable reported that at SXSW, "Nike will unleash the application programming interface (API) for NikeFuel... [which] will allow third-party music developers to infuse NikeFuel features into their apps or platforms."


Here's an idea of how the launch went down at SXSW:

And in NYC:

Here's how Stefan Olander explains the capabilities of the FuelBand:

If you still don't quite understand what the FuelBand does, Nike invited Casey Neistat, an artist and film maker from NYC, to attend the launch and make a movie about the experience. Basically, Nike told him about the band and strapped one on him for six hours of awesome:

Here's another one by Casey about the band. This one's my favorite. I like the Skittles. Nice touch.

As a side note, I'm kind of in love with Casey Neistat. My goal is that he will read tid bits of my blog and will one day want to collaborate on a short film with me. Lofty goals, I know. He also dresses pretty cool.


To sum up, I love the FuelBand. I love Casey Neistat. I love Nike. I love Stefan Olander. 

J460. Brandon Pierce x Nike. Writing Pop Culture.

I met Brandon Drew Jordan Pierce at Wieden + Kennedy about five years ago while I was competing for an internship there. Back then, he was fresh to WK after time at Y&R New York and before that he was prepped and primed at The Creative Circus (from here on out, we will be going in chronological order, I promise).


This is Brandon (then):

This is Brandon (now):

...Standing next to Kanye. Basically, I know cool people who know cool people.

Currently, Brandon works at Wieden as a Senior Copywriter, mostly on the Nike account, but is willing to help out wherever he's needed. He lives and breathes Nike and is a full on sneaker head. When I asked him what he collected, he carried his computer over to the corner to show me: 

Then he brought over his favorite pair that he is waiting to wear when he opens a concert (we'll talk about his love of music later) for Kanye (hopefully):

They have glow-in-the-dark soles. Too cool. 

It's easy for him to write ads for Nike because he has an appreciation for the athlete and he is able to understand the athlete's mindset. He told me that a Nike spot should feel like a piece of pop culture, not an ad, making them timeless and beautiful. He's not selling shoes, he's selling a mindset and an experience. He explained that "there's nothing better, as a 15 year-old boy, then feeling like a company understands you," and that's what Nike's commercials try to achieve.

Here are some examples of how Brandon's helping Nike Basketball achieve that goal:

  

(Nike x Foot Locker)

To write the ads, he keeps an ear to the street and is inspired by music, TV, movies, life, eavesdropping, creative briefs, and even his dreams. He believes that ideas can come from anywhere if you just relax and open your mind. Brandon wants us to pay attention to what's going on in the world of fashion, music, art... basically, stay tuned and good things will happen. 

Why we love him:

1. He loves his job because he sees it as an opportunity to expose people to something they wouldn't have seen otherwise.

2. When he sees other ads it's like listening to a joke that he wasn't in on (he knows the process well).

3. His sneaker collection (I think it's grown since he took that photo).

4. He's met Tyler, The Creator.

5. His day job is advertising, his night job is music. He's currently working on an album but you can hear what he's been up to at bdphiphop.com. 

Here's one of his videos (which he co-directed. It's old school, made from a VHS):

BDP - Mean Walk - ft. Mison OFFICIAL VIDEO from BDP on Vimeo.

His advice to us:

Go where the people that make good work are.

Don't get watered down.

Pay attention.

Don't be afraid to hit up a lot of places when we start looking for jobs.

Tell people what you want and be confident when doing so.

Places he thinks are worth a look:

Anomaly

72andSunny

Barton Graf 9000

Thanks Brandon!

J460. Marcelino Alvarez on Production and Innovation.

Recently, I spoke with Marcelino Alvarez who knows the importance of remaining authentic, relevant and staying within context, considering he has already founded three companies since graduating Duke University in 2002. Yearning for city life and sun, he began as a production assistant at Zoom Culture in Miami, which was a video streaming site similar to YouTube and built for college campuses. His time at Zoom, which is now non-existent, helped him cultivate his production skills and ultimately landed him a broadcast production job at JWT Miami. 


Marcelino's great smile:

It also could've been due to the fact that his first language is Spanish and he was able to understand the subtle nuances of different types of Spanish. A Cuban accent greatly differs from a Mexican or Spanish accent and there is a delicate way, which Alvarez understands, of putting each one into context. For example, a Ford commercial running in southern Florida, targeting Cubans but spoken with a Spanish accent would not reach their audience.


After speaking with him about his incredible ad + production journey through Zoom Culture then JWT to Crispin and then across the country to become the Executive Interactive Producer at Wieden and Kennedy. After that it didn't take long for him to start building businesses left and right; co-founding Gorlochs and Safecast, though his primary focus today is Uncorked Studios in Portland.


He gathered skills and forged alliances at every stop. Besides founding Uncorked and Safecast, Alvarez is most recognized and admired for his work at Wieden developing the Chalkbot:

In my own words:


What problem does this solve?
People (potential customers) are able to feel connected to the cyclists and cancer survivors by texting positive affirmations to the Chalkbot through Livestrong.org, bringing together key audience engagement on a global level.


Who will use this?
Tour de France viewers from around the world, cancer survivors/patients/family members, cycling enthusiasts, Nike/Livestrong lovers. It's an all-age thing, all-language thing, gotta love it.


Where will they use it?
They will use it where ever they are because it is a mobile powered system, hence the beauty of mobile, it is everywhere (there is mobile access).


What is its value?
The Chalkbot can bring people from around the world together through one connected experience. It also brings free media coverage (news, blogs, facebook, magazines) to the Nike powered Livestrong Chalkbot, demonstrating Nike's dedication to innovation.


How can we make it more meaningful?
By connecting it to Livestrong's fight against cancer.


The idea originated within the walls of W+K, at the desk of Adam Heathcott and James Moslander, and was an incredibly risky idea that required about a billion logistics that Alvarez was responsible for. The Chalkbot team had to figure out what type of paint they could spray throughout the streets that wouldn't actually cause cancer. Marcelino spent days searching for some obscure paint that was completely safe, apparently they are hard to find.


Fun Fact: Marcelino actually crashed/passed out/went crazy due to taking 6-7 espresso shots per day for about three weeks in a row. Whoops. 


His final advice for us: A very good way to get better is to mess up. Always experiment (Chalkbot and Disrupt). We need to fail to grow (Fail Harder).


Thanks Marcelino!
t: @mrlnmarce

14. Endy Hedman. Head Producer at W+K Sao Paulo.

Endy Hedman, the head of production for W+K Sao Paulo, describes moving to Brazil as "super hard," though maybe not the most eloquent term, one that I can completely understand. The move from Wieden and Kennedy's Portland office was the hardest and possibly the most rewarding and opportunity filled thing he's ever done. He spent four years of his life studying Spanish in college only to arrive years later in Brazil (so close yet so far) where he didn't know anyone, didn't speak the language, and where production is run completely different than in the US. The benefits: the art direction is unreal and the graffiti will blow our minds. I say: lets go.


This is Endy:

Ok, that's how Endy depicts himself on Facebook.

This is Endy in real life (with Kaz Ishii):

Why we like Endy: His LinkedIn lists his activities, under his education, as only 'paella club.

Why we don't: (Except for we think this Christmas stunt may make us like him more).

During a Skype conversation that I thought may last an hour (if I was lucky enough to steal him for that long) lasted over two hours. His stories about the projects he's worked on, the people he's worked with, and the locating he's worked on, would blow your pants off! They also made me both immensely excited and incredibly terrified to dive into this career.


Just so we're all on the same page, this is the man who produced one of my favorite Nike commercials (second only to Naked Running Camp):

Most recently, he created yet another wonderful spot titled, Never Stop Running, for Nike Running: 

Now that we all know the kind of beautiful and inspiring work that Endy has made for us, we may continue. Though the equator separates Endy and Hayley Goggin (Senior Producer W+K PDX), they both have a similar view on producing; it's more than a job, it's a way of life. That's the corniest thing he said during our entire chat, but it was worth repeating.


His journey started in Central America, where he back packed for months college. Eventually, after the money ran out, he arrived in LA where his production-assistant friend landed him a job moving furniture in and out of a production house. That job turned into a PA position, which eventually led to the always coveted WK job in Portland. This is to say that one doesn't need to study production to become a producer.


Now he's leading the charge in Sao Paulo. Last week, Endy hired a 22 year old man who grew up with little money and took nothing for granted. This man attended a Brazilian creative production school and walked into Endy's office with an intense life story and a documentary. When Endy's hiring, he looks for personality and intelligence, and according to him, "You can know eight languages but if you can't communicate, you're screwed." This may be the best advice of our entire talk, and I'm guessing this doesn't only apply to producers.


Once you're hired and have been around long enough to be trusted, the producers responsibility on set is to get the right shot. The producer must be a proactive liaison in every situation, no matter if on set or in the boardroom. 


Endy explains his "GOLDEN RULE" (listen up folks):  Make sure everyone is okay and that nobody loses their shit, and if they do lose their shit, then calm them down. Sounds reasonable to me, somebody has to do it.


Endy says: This job is like the big roller coaster at Six Flags, but it's the fun one, not the one that makes you want to throw up (except for now and then).


What Endy loves:
Anonymous Content
Hungry Man

Thanks Endy!

6. A Conversation with Rob Heppler

     "Why the hell would you want to travel around the world this summer when you could create things here and experience life here at an agency, on the streets or in an internship?" These were the first words of advice Rob had for me when I called him up on Monday night.

     I met Rob Heppler at Wieden and Kennedy when he was a WK12er and while I was working there for a couple months creating a fake ad campaign for plumbing. 

Side note: Visit the link to WK12. It's awesome. Then watch this video about what the WK staff thinks about the 12ers to understand what goes on after we graduate and hunt for jobs. It's not looking good. Ultimate message: don't steal other people's food.

     Rob is a copywriter, trendsetter/influencer, knower of all things shoes, social media guru (though he probably wouldn't like me inflicting the word 'guru' on him), designer, pod caster, and blogger. He's worked with four global ad agencies and is currently starting work at Amusement Park, a brand new LA agency. Oh yea, he also spent the first part of his life in prison. Get to know him.

Why we like Rob: He's no bullshit and he's always on.

Why we don't like Rob: His hair looks like the 90s.

The Heppler Guide to navigating your way through the industry:

  1. Know everybody. Make connections with people you know (think neighbors, Dad's coworkers) and use them to make more connections. Learn from everybody.

  2. The more you do, the better you get. Everybody is creative, some people have more natural talent then others, but practice makes better. Write, do, read, listen, watch.

  3. Photoshop will be your friend forever. It's the easiest and most efficient way to communicate your creative ideas with others. Refer to #2 if you haven't learned it yet.

  4. Watch Art&Copy. Especially if you are interested in working at Wieden and Kennedy, the majority of the movie is filmed there. Great video about the work being done in agencies, the how and why.

  5. Make something. Really, it could be anything. Rob filmed himself at the dentist and it's received over 9,000 hits. America must be bored.

  6. Make sure people don't hate you. He believes this is essential. Don't be annoying and you will be liked and maybe promoted, or at least not fired. There should be a 'no asshole policy' at every agency.

  7. Don't talk for your first 5 years. Spend your time observing and making connections (see #1). I think this also goes hand in hand with #6, people that are new probably don't know what they are talking about, hence, they are annoying. 

Agencies he loves:

TBWA/Chiat/Day 

Media Arts Lab

The Martin Agency

BBDO

W+K

Droga5

Anomaly

He also recommends checking in with Agency Spy for the latest agency news and gossip.

Check out the limited edition sneakers that Rob and Tinker Hatfield created for the Coraline movie. Amazing brand connections were made. 

Rob writes: "Phil Knight directed me to 'market a movie in a way that has never been done before.' 3000 pairs of these custom made sneakers that I designed with Tinker Hatfield, were given away to movie goers. I created an influencer outreach strategy which made these sneakers the hottest footwear in 2009. Oh, and the bottom glows in the dark. Kanye West was upset about that."

Follow him @hepdog

Google him.

Facebook him and check out his cool photos with celebs.

Thanks Rob!

1. If You Let Me Play

     Listening to Dan Wieden, of Wieden and Kennedy, explain how he came up with Nike's slogan, "Just Do It," reminds me that inspiration can truly come from anywhere. While a man was being prepared for his execution in a Utah prison, he grunted, "let's do it." With this, a slogan was born that quickly changed a society. People began 'just doing' what they had been putting off for months or years. Wieden received letters explaining how the slogan gave women the courage to leave their lazy or abusive partners or how women had started exercising or applying for jobs. 
     These letters inspired Nike's "If You Let Me Play" multimedia campaign, produced in 1995, which was one of the most successful ads targeting women that Nike has ever run. Its success lies not only in its ability to tell the story, but also in its immense truth. It gave way to a conversation about how women and girls may be suppressed at work, at home, at school, or on the field. The campaign led to meaningful insights between women across the globe. This ad started a conversation about how to empower women while remaining brand-centric. By repeating the slogan "Just do it,"people are reminding themselves of the possibilities they can open by following the mantra.

Nike. My creation. XO.

I made this Nike shoe for my art class and it is three times as big as the one I own.  I could only make my object out of cardboard or wire which made the project extremely hard (only used cardboard and then spray painted it), but I'm very happy with the end result!  I love my Nikes!


I also wanted to thank everybody who voted on my last post for best picture!  We didn't win the contest but your input helped a lot!

My friend Brooke, below in the dumpster, helped me with this shoot.

Today. I think.

I believe in...
iPhones, macbooks, commercialism, sex, lust, Nike, Postsecret, painted nails, bikinis, climate change, eco-friendly things, Nutella, ceaser salad, braces, Nieman Marcus, Goodwill, Grey's Anatomy, Sienfeld, fat cats, bacon, Odwalla, white chocolate, skiing, Trader Joe's, New Seasons, hummingbirds, working out, tea, NYC, knee high boots, duck confit, Google, inspiration, love.

I don't believe...
that being blonde is a bad thing, that the world was created in six days, facebook is taking over my life, media is decreasing my ability to concentrate, texting while driving is smart, abstinence is the best way, little dogs are cute, in Walmart, pot should be illegal, in vests or eating frogs, in Las Vegas, in Wikipedia, that people that go to jail are always bad people, I will be reborn.