A few years ago I went into Niketown, in London, to look at the new Flyknit Trainer+ shoe.
An assistant said: “The upper of the shoe weighs as much as two sheets of A4.”
“That’s interesting...” I thought.
That night I created a magazine ad with two sheets of paper and a shoelace. The copy was the sales assistant’s exact words.
After showing Nike these ads they asked me to work with them.
To coin a phrase: just do it.
Copywriting
Creative Direction
Not Giving a Damn