When Nike hired director Casey Neistat and editor Max Joseph to make an advertisement for the Nike FuelBand (an athletic-performance tracking device), the Oregon-based company expected the pair to hunker down in their New York studios and come out with a killer spot highlighting the slogan, "Make It Count."
What Nike didn't count on was what the duo did next.
Instead of producing the agreed-upon treatment showing how everyday people are making their lives count, Neistat and Joseph took the money and ran -- right around the globe.
In the vernacular of the trade, they just did it.
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