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  • 4-SEP-2024 | Tom Sachs x Nike’s “Creativity is the enemy” Ad

4-SEP-2024 | Tom Sachs x Nike’s “Creativity is the enemy” Ad

Author

Dan Bogachek
September 04, 2024

Tom Sachs x Nike’s “Creativity is the enemy” Ad

I’m a Tom Sachs fanboy, so this one’s extra cool to me.
Also, peep this article for the ideas behind the shoe.

Creativity is the enemy.

Just because you can doesn’t always mean you should. Resist newness for newness’ sake. Build on a proven foundation and innovate incrementally. Study what came before: its shape, its weight, its colors, who it’s for and what it does. Use, observe, design, build, test, fail, repeat. True development is the practice of continuous refinement.

This sneaker is a product of our ongoing research into how our bodies meet the ground. We opened up the archive, wore it out, stripped it down, kept what worked and added what was missing in pursuit of a perennial sneaker. An ever-better sneaker. A never-settle sneaker. A round-the-clock, made-to-last, built-to-code sneaker.

“It’s not what you do, it’s how you do it.”

The NikeCraft General Purpose Shoe. $109.99 available September 1st at nikecraft.com and September 2nd worldwide.

  • The hook is “wrong.” Your brain goes “huh?” and oops, you’re a few sentences in. May as well finish reading 😉 

  • “You” and “we” language throughout.

  • Great use of repetition as a device for elaboration.

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and crack open the laptop.

Or… it could go like this:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 10:27 — polished draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

You had Copygloss handle it yesterday afternoon.

For help with editing, email Dan:
[email protected].