Byte x Nike — launched Nike on Byte (aka Vine 2.0) during Super Bowl LIV.



Nike on Byte is my proudest professional accomplishment. It was ambitious and valauble and daring but more than anything we did it the right way.

It started with a tweet in the spring of 2018 followed by dozens of phone calls where we were honest with each other.

We built the kind of partnership — no, relationship — that made all the chaos and comprimises roll off like beads of sweat.

I can’t think of another time a brand integrated with a social platform pre-launch. We did it by being human, purposeful, and singularly focused on what was important and why it was important.

I will forever be grateful to the team for proving that you can be human and win
And to Dom Hofmann for being a human with me.




NYC OOH