A digital campaign to capture and share Nike's iconic night runs
To promote their lowlight-visible Flash gear, Nike put on a series of runs through the most iconic quarters of downtown LA for fitness influencers.
To promote their lowlight-visible Flash gear, Nike put on a series of runs through the most iconic quarters of downtown Los Angeles for fitness influencers to trial the equipment and share their memorable runs with their social circles. Nurture was asked to create a series of videos capturing the Flash Run experience.
Following 50 people running the streets of a dense metropolis at full speed with a 50 pound camera in tow isn’t easy. Doing it at midnight – without losing the runners to the depths of the darkness – is even trickier.
We traced and retraced the course map in the hours leading up to each run, determining where our best angles could be captured, where our camera car could travel for tracking shots, and where we could cut ahead of the runners to set up for the key moments in the run.
The geography of the run was as important to the narrative as the run itself; Los Angeles carries with it a unique approach to fitness and Nike’s consumers within the city are amongst its most dedicated. To capture the spirit of LA, we emphasized the architectural wonders through which the influencers traveled in each video.
One of the most sensitive cameras available, the Sony F5, paired with a Fujinon 19-90 T2.9 zoom proved the perfect equipment combination to capture the runners and landscapes properly despite the lack of light and need for extreme mobility.
We encapsulated the experience of Nike’s influencers in just the way the brand had envisioned, producing digital assets that made it easy to pass the Flash Run stories on to athletes everywhere and opening the door for new opportunities to collaborate with Nike.
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