Nike scores with another vibrant advertisement campaign. Although the “Write The Future” campaign still possesses the Nike brand essence, it is received as fresh and groundbreaking. No narration or dialogue is required, making this advertisement internationally accessible. The use of humor creates appeal to a wide demographic. I don’t personally follow soccer or know the players by name, but the ad brings character to these previously unknown athletes. Fans, of every variety, are even further satiated after cameos from Roger Federer, Kobe Bryant, and Homer Simpson.
I especially enjoyed how the video built itself up. During the three minute duration, other Nike ads (in the form of billboards, posters, Nike products, stadium signage, and web content) are shown 37 times; and that’s only after a quick review. Although this could come across as self-congratulatory or overly self-indulgent, the advertisement remains humorous, multi-layered, and relevant. Well done Nike.

Photographer Zoe Strauss exhibits 231 photographs underneath a highway over-pass of I-95 in South Philadelphia. Her project addresses our collective American identity with honesty, capturing many of those who are “mashed up in the middle”. The scope and nature of the 10 year, ongoing project is something I admire. Although many photographers are interested in the beautiful side of ugly subjects, I feel that Ms. Strauss has something a bit deeper to bring to the conversation. The individuals in her photographs seem to respond genuinely to her presence and it can be assumed that the photographer is therefore genuine and worthwhile. I hope to work in this same vein.