Bode Miller is arguably one of the best alpine skiers in the world, yet relatively still unknown. He is part Steve Prefontaine, part John McEnroe, with a tiny bit of Lance Armstrong.
Nike asked us to create a campaign around Bode’s rebellious “Do it your way” attitude and create excitement around the 2006 Winter Olympics. We created a movement, a destination, an ongoing story, and we invited people to “Join.”
Ten TV spots introduced people to Bode and led them to Joinbode.com where we were immersed us in all things Bode. Real, raw and honest.
Signing up to Join Bode meant giving yourself license to live by your own rules_on your own terms.
Each time a person joined on the site they were asked to state what they stood for and in return a leaf was added to a tree in the landscape. By the end of the campaign Joinbode.com had a forest of lush trees.
Joinbode.com was brought to life by Opus but the art direction, writing and content (videos and animations) were created by my partners and me. JoinBode.com won a Webby.
Creative Partners: Mike Byrne and Nathan Golberg Directors: Measles Brothers and Funny Garbage