19 October 2006
IMM studio A 2.24
Mark Hoffmann on nike's guerilla broadcast
Mark Hoffman is a director/editor from Ashland, Oregon who currently lives in Portland, Oregon. He attended school at the Institut fur Mediengestaltung in Mainz, Germany and afterwards edited a number of documentaries for ZDF/Arte. In 1996, he moved to Los Angeles, CA and began working as a freelance director and editor collaborating frequently with Imaginary Forces and Motion Theory. He has worked on a number of award winning projects which include commercials for nike, the title sequence for the motion picture Wild Wild West, and the latest music video for REM. For the recent World Cup in Germany, he worked directly with nike directing and producing most of the digital content for their 'Joga Bonito' campaign.
To compete with Addidas' control of World Cup advertising, nike decided to create a ficticious underground TV station that would broadcast their message of 'beautiful football' over the internet.
Short films would be created more as guerilla broadcasts than as advertisements. These broadcasts would be free and could be seen over the web, on mobile phones, or on video ipods. Moreover, nike encouraged public participation - anyone could upload their own football videos and positive messages for all to see on nike's website.
This talk will cover how 'Joga Bonito' content was created (30 or so broadcasts) by a small film team under the radar of huge advertising agencies and multimillion dollar ads. Open discussion will be encouraged addressing all aspects of production - developing concepts, logistics, equipment used and the delivery of the final movies.