Create Culture
We help brands share their story in ways that cultivate sustainable communities and drive people to action by developing relevant online strategies that include content development, web design, video production, and social media coaching.
Featured Clients
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Don’t Buy The Tie
Our always-thinking, others-first, creative friends at The Mentoring Project are at it again.
DontBuyTheTie.com is not only an incredible gift idea for Father’s day for a cause we believe in, the entire campaign’s web design, mobile design, motion-graphic video, and branding is simple, innovative, and draws you to action. PLUS, your dad gets a copy of Bob Goff’s book, Love Does, which we’re current reading…and expanding the way we live life, do business, and engage communities.
Sons + Daughters: Check out DontBuyTheTie.com and turn ugly ties into family ties.
Non-profits + social-savvy brands: Study this campaign and its components - how fluid it is and how effectively it makes use of multiple message platforms like video, mobile, and social media.
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Custom Intro Video
An example of several short intro segments we created for Slingshot Group’s team of staff members.
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Ideas Matter
A commercial we created for Rhema Law, an intellectual property law firm. By Create Culture.
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Nike’s #MakeItCountVideo Video
When Nike hired filmmakers Casey Neistat and Max Joseph to create a commercial for the Nike FuelBand featuring the slogan “Make It Count,” the two strayed from the original plan, and set off on a worldwide adventure on Nike’s money with the goal to “Make It Count.”
The result: A 4:38 second film that has 1.5 million YouTube views in less than three days.
“The ‘Make It Count’ film was the third film I was to make for Nike and at the last minute I thought, ‘If I could do anything in the world and make it count what would I do?’” Neistat told CNN.
So what does this say about the branding landscape and where it’s headed? There’s more in the answer than one blog can handle. But let’s consider 3 key components that build on each other.
- Undeniable Authenticity: In today’s culture, the only way consumers-turned-currators envelop a brand is to experience it. Whether or not Neistat and Joseph really tricked Nike and went with their gut doesn’t matter. The footage is real, the story is true, the passion can’t be faked. There’s no formula to “viral,” just the willingness to capture the extraordinary. It’s one thing to devise a clever hashtag slogan, it’s another thing to demonstrate it to its full potential. This campaign did both.
- A Higher Calling: In many ways this is branding 101, but it’s worth the reminder. A brand is not the product, it’s the feeling. Nike doesn’t sell sportswear, they call people into a lifestyle and provide product to foster that lifestyle once they’ve won them over . Whole Foods doesn’t simply post their food items on Pinterest, they curate and celebrate any visual element that connects with their ethos of healthy and organic consumption regardless of the source. Whoever shouts the loudest, the most creative, the most transparent becomes both the authority and the source.
- The Millenial Mind: Nike was wise enough to take the risk of hiring a young filmmaker like Neistat. No one can create this stuff without entrusting the people they’re trying to reach to lead the process…even if it means completely going off the script.
The Challenge: Brands like Nike understand that as they lean closer into a constantly expanding digital ecosystem they must do so by infusing it with the adventure and authenticity of real-life. Only then do they create culture.
