Make it Count – Around the World in 10 Days

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When Nike hired director Casey Neistat and editor Max Joseph to make an advertisement for the Nike FuelBand, the company expected the pair to come come up with a killer ad highlighting the slogan, “Make It Count.”

What Nike didn’t count on was what the duo did next. Instead of producing the agreed-upon treatment showing how everyday people are making their lives count, Neistat and Joseph took the money and ran – right around the globe, in 10 days.

“My vision for it was forget about what Nike is, forget about sneakers, forget everything; what does ‘make it count’ mean to me?” Neistat says. “And what it means to me is take a huge chance. Consequences aside, if I could do anything in the world, what would it be? Do I really want to produce another regular advertisement? No. I would take this production budget and go around the world and see all these places I want to see.”

The “Make It Count” film was the third film they were asked to make for Nike and at the last minute Casey thought, “If I could do anything in the world and make it count what would I do?”

So without much premeditation Casey called my friend Max and they took off on an adventure.