Nike
It’s a different beast to try to make it in LA. It’s not like other cities, where hard work is a badge of honour.
In LA you work hard in private, and act ‘chill’ in public. Then when you make it, everyone just thinks you got lucky - or you’re a nepo baby.
We wanted to make an ad that celebrates the toil that goes on behind the scenes in the most glamour-obsessed city in the world.
This was my first project in advertising, and one that I still love. We were hired by the LA outpost of Nike to make this, and I still remember how excited I was when I got this brief. This was why I got into advertising.