On Tuesday night we headed to a private viewing of Nike’s new #MAKEITCOUNT ad campaign in their 1948 space. The night was a pretty simple affair, which consisted of all the images being on display along with a talk from the photographer Adam Hinton and creative director Guy Featherstone. The duo talked us through the whole idea behind the campaign along with various stories from the creative process, which was an inspirational message in itself.
#MAKEITCOUNT is essentially a pledge; what will you do to make this year count? The whole campaign plays on this rhetorical question, allowing the masses to get involved by using the twitter integration #MAKEITCOUNT to send in their pledges. The idea behind Adam Hinton’s beautiful photographs was to capture some of the UK’s top athletes at their most exhausted state, once they’ve put in all their hard work for their respective sport, pushing themselves to their limit to better their abilities. That is the essence of it. The adverts already hit the streets at the start of the year, however all the photos with added back stories on 1948’s iPads are available to go and visit up until the 22nd of February, and since the photos have been blown up to impeccable detail I highly recommend it if you’re in the area.
As for the event itself, the drinks were flowing throughout the night whilst Nike provided a nice backdrop to bump into some familiar faces. One of the main features however was a studio set up, allowing guests to have their photographs taken and being able to add their own pledges for the year, later being projected up onto the wall – a highlight of the evening for many. It was a brilliant night put on by Nike and if you were lucky enough to be there, I’m sure you had a good night. Once again I highly recommend visiting just to see the photographs.
Photography: James Clothier