Make it Count – Around the World in 10 Days


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.