Nike SWTV Campaign for Serena Williams

Role: Creative Director, Video Producer, Post Producer, Editor

For Nike’s new building at their World Headquarters in Beaverton, Oregon dedicated to Serena Williams I was tasked with developing a brand identity for the series and producing the series content that would be shared across their network of employees alongside a marketing campaign to celebrate on socials. “At 1 million square feet, covering 140 full-size tennis courts, the Serena Williams Building is the largest office building at Nike WHQ, and is focused on the future of design and creativity.” This project was produced for productionglue.

Scope Breakdown

As the Creative Lead, Video Producer, Post-Producer, and Editor on this project my role was focused on developing the creative vision and coordinating logistics for video production and post-production.

For the creative, we partnered with Paris/NY based Superbien who helped bring the visual identity to life and handled our first wave of post-production. For production, we partnered with Oregon based Photon Studio. After we completed the first wave of post-production, we handled the rest of our assets in-house (due to timeline challenges related to COVID-19) and I oversaw/edited our second wave of post-production.

  • Video Pre-Production

    • Creative Development

    • Animatics

    • Permitting

    • Storyboarding / Shot Lists

    • Location Scouting / Virtual Scouts

    • Scripting

    • Production Schedules

    • Workback Schedules

    • Video Content Trackers

    • Contractors/Staffing

  • Video Production

    • Gear Prep and Load-in/Rehearsals

    • Six Shoot Days - Panel Discussions, B-Roll Coverage, Talent Walkthrough, Episodic Interviews, Host Introductions

    • Oversight of Team

      • 1 Agency Producer

      • 4 Camera Operators

      • 1 Drone Operator

      • 1 Assistant Camera

      • 1 DIT

      • 1 Production Assistant

      • 1 Lighting/Grip

  • Video Post-Production

    • Post-Producing / Oversight of Additional Editors

      • 1 Serena Walkthrough Edit

      • 1 Building Hype/Sizzle Reel Edit

      • 2 Panel Discussions with Serena

      • 3 Episodic Motion Graphics Introductions

      • Lower Thirds Templates

      • SWTV Bug

      • Interstitial Animation Moments

    • Post-Production Editing

      • 3 15-Minute/Longform Episode Edits

      • 1 Building Hype/Sizzle Reel Edit

    • Color & Sound

    • Transcribing & Captioning

    • 8 Video Deliveries in Total as Extension of Serena Williams Building Launch Campaign

    • 4TB of Content in Total (B-Roll, Interviews, Panels)

Creative Identity Work

The identity for the Nike SWTV brand was to be dynamic, bold, and adaptable with a Serena ethos at its core. As the team explored creative for this, our partners at Superbien presented a concept centered on motion graphics that were playful, could highlight the design of the building, and be used for transitions to grab attention throughout the episodes.

Once the identity work was locked, our team began to deliver visuals that would go on to be featured in the SWTV series. Here is a snippet from the Intro Credits.

Serena being the centerpiece of the entire purpose behind the series required capturing some specialized moments to utilize in our post-production. Here we can see the outline, hand-drawn style of motion graphics applied that was referenced in our presentation materials.

We only had access to capture footage of Serena for a limited timeframe and this also meant that our b-roll/walkthrough footage of her was going to be very on-the-fly with minimal moments to art direct her.

Because the core team for this project was based in New York and our video production partner was based in Portland, we had to be very intentional about our pre-production processes. We weren’t able to meet in advance for a proper location scout so we relied on meetings via zoom, detailed shot lists, production schedules, scripts, A/V scripts, and storyboards to help direct our camera team during production.

I sketched a handful of scenes to help guide camera movements in the way I was envisioning, which in turn gave clarity to our camera department on location.

Storyboards

Image: Drone Screengrab of the Serena Williams Building

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