THE PROBLEM

Nike came to Brand Yew looking for post-production solutions for an online campaign they were producing to promote the launch of their new category, Nike Dance. They had an influencer content creator on board who specialized in shooting dance choreography but wanted professional editorial and finishing services to ensure the impact of the spot was felt across their social channels.

THE SOLVE

Because this was for online digital and social only, Brand Yew wanted to provide multiple options based on more than just quality of work. A partner that understood the target audience, the demographics as well as the brand team leading the project was essential. We knew that whoever we presented should also have Nike-like work on their reel or they would be cast aside immediately. When searching for partners budget wasn’t a factor, even though in the lower range, because this was Nike and we knew we wouldn’t have a shortage of interested parties. Sifting through the options and presenting the right ones would be the most difficult.

THE RESULT

In the end, we presented three different potential partners, two high-end commercial editorial houses that were willing to cut their rates to be involved in the project (We pre-negotiated the budget on behalf of the brand). And, one scrappy young, ear-to-the-street production/post company that had a very “Nike” reel as a wildcard. Although the high-end houses had exceptional, award-winning work on their reels and a plethora of amazing talent to offer, Nike chose the partner that felt more like an extension of their internal team.

THE TEAM

Editorial and Finishing Company: Betterdays

Co-Executive Producer: Tino Slad