Amy Chuang { Trust Me, I'm a Producer }

This Nike Football site was one of the most challenging projects I’ve worked on. We were tasked with creating 5 videos from scratch: pre-production, production and post-production. I produced the project from beginning to end with a very small budget and lean team.

>> Check out a video from Nike Football: Blood, Sweat & Tears Courtesy from my buddy the editor on this piece Stefan Belavy on Vimeo.

The creative team traveled for about 2 weeks in Europe filming various top Nike Football athletes and documented their story. Each one of them had a story about when they first fell in love with the sport and how they got to where they are today.

The post-production was probably the most painful part of this project. Not only did I manage a small team due to budget constraints but many of the athletes spoke a foreign language. I was tasked with making sure the editor and copywriter had the correct time coded translations in order to construct a compelling story, which of course was key.

Not only did I manage the site build (translated into 6 different Asian-Pacific languages) but also do it in an efficient way where we’re still meeting our deadlines and project burn.

agency: AKQA
city: San Francisco, CA
year: 2008
role: Producer
team number total: 6

Nike Football: 90 Days of Football – Who’s The Next?

>> Check out Nike Football: 90 Days of Football – Who’s The Next?

This Nike project is my favorite of all time and absolutely the most challenging to date.

When I first started at AKQA I was thrown into this project head first. Not only did I have to quickly learn the logisitcs of the agency but also manage this massive project. I need to add more screen shots of this site in order to properly show it’s magnitude of content created when I have time. Basically, I managed a huge team that had an extremely aggressive time line.

The concept behind the site was to engage kids for 90 days to improve their football (or for us Americans – soccer) game in 90 days. Kids were encouraged to come back to the site on a daily basis for a new tip and piece of content to improve their game. It was a very clever concept and extremely well executed.

My team was tasked with creating 60 pieces of original content which were essentially mini Flash games or videos. Each piece of content started from concept sketches to Flash development. We built a Flash shell and within it also created content for each of the 60 days (30 days of content was left to the Nike Asia-Pacific regions to complete).

Each piece was unique and completely original. For example, we hired a Japanese Manga animator to create a comic strip for one of the content days. There was another piece that we hired an animator that one of the art directors really admired to hand draw a movie and essentially a story of a football going through each frame in different terrain environments.

I do not have the words to give this site justice. I will have to find all the content pieces and post the content. It was amazing and I worked my ass off.

agency: AKQA
city: San Francisco, CA
year: 2008
role: Producer
team number total: 20

I definitely cannot take full credit for working on this site. I lead a team that created key sections within this site and successfully launching it in a short time span and on time.

agency: AKQA
city: San Francisco, CA
year: 2008
role: Producer
team number total: 6