The Story Behind Nike's "What If?" Campaign

Role: Director, Writer, Editor, Motion Designer

Credits: Produced by Alexis Castro & Thomas Barker / Executive Produced by Ian Michna

Nike’s contentious place in the skate industry has always been an interest of mine, so I jumped at the chance to create this piece when Jenkem’s Thomas Barker reached out to me with an idea to tell the story of the shoe giant’s first attempt at entering the skate market. To find out the behind-the-scenes of their infamous ad campaign from this market push, I got to speak with advertising legend Jeff Goodby to learn how his agency introduced Nike’s first run of skate shoes to the culture.