Nike ran a global competition in 2011 called The Chosen. In order to enter, skate, surf or bmx crews shot a film of themselves and their lifestyle. We conceived and produced a set of activities that would encourage applicants. This included a series of 24 videos which were placed on the Nike Facebook page, and as bumpers on action sports video sites such as mpora.com. We also sent out Pelican cases with Go-Pro cameras to surf/skate/bmx shops, and set up stands at surf/skate events.
URL: http://www.nike.com/chosen
Date: May 2011
Creative Direction: Darren Wright/Guy Featherstone
Creative: Paul Skinner/Zaid Al-Asady
Directors: Dan Magee (skate) / Matty Lambert, Peter Adam (bmx) / Tim Boydell, Anthony Butler (surf)
Selected vids: