When Nike hired director Casey Neistat and editor Max Joseph to make an advertisement for the Nike FuelBand (an athletic-performance tracking device), the Oregon-based company expected the pair to hunker down in their New York studios and come out with a killer spot highlighting the slogan, “Make It Count.”
What Nike didn’t count on was what the duo did next. Instead of producing the agreed-upon treatment showing how everyday people are making their lives count, Neistat and Joseph took the money and ran — right around the globe.
In the vernacular of the trade, they just did it.
For 10 days they circled the globe having one mammoth adventure until the entire stash (“It was a lot of money,” is all the guys will cop to) ran out. The pair racked up 34,000 miles, dropped in on three continents, 13 countries and 16 cities. The result is a “Make It Count” travel video diary that’s gone viral.
Watch the 4 minute video below and then learn about the behind the scenes here