Nike Content Studio
Nike’s most critical communications are created in their on-campus content studio. We were invited to help curate and guide how the studio captured and broadcast to their more than 80,000 employees globally.
Before this project, every piece of content was directed by the group that was filming that day. No consistency, last minute requests, and the additional effort to set up shoots from scratch were wearing on the studio team. They needed a simplified standard to enable them to keep up with the growing demands on the studio.
Going To The Source
The Content Studio at Nike HQ is a fully equipped video studio, set up as the go-to location to create internal content and live-broadcast to employees, shareholders and partners. With a full-time staff and state of the art equipment, the studio has been the place where many important moments have happened for the brand.
As a resource for a myriad of different groups within Nike, there was no consolidated direction for content creation, which was straining the team and leading to inconsistencies, at a time when the leadership team needed to be united and cohesive. What they really needed was guidance for how to bring it all together.
Layered onto that was the imminent Global Employee Meeting or ‘GEM” where the top leadership – including the CEO, John Donahoe – address the entire global organization.
Our work took us into the studio where we took over operations for a day to experiment and tweak to get everything just right. We looked at lighting, color, set-ups, propping, and camera angles, across a multitude of scenarios.
From this deep-dive into the studio operations, we then created a directive that would become the “best practices” guide for producing content in the studio. Collaborating with the studio team, the internal comms team, and even top leadership, we were able to create the “look and feel” that has become the standard for internal content creation at Nike.
To test the guidelines, the Nike Content Studio immediately launched into the GEM meetings, which were broadcast live to over 100 countries, successfully showcasing the new holistic approach.
- Strategy
- Art Direction
- Lighting Design
- Styling
- Propping
- Videography
- Guidelines