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Between them, Ryan O’Rourke, Alberto Ponte, and Dan Sheniak helped create a number of the most iconic Nike adverts for the higher a part of twenty years. Now they’re opening up a brand new advert store for another model who could wish to faucet into that experience.
The 2 former Wieden+Kennedy international inventive administrators (O’Rourke and Ponte), and former international media director (Sheniak) have launched Someplace, a brand new Los Angeles-based impartial store providing model and artistic technique, model id and design, inventive growth, manufacturing, in addition to media and communications technique.
“We wished to problem ourselves in a brand new method,” says Sheniak. “What does our subsequent chapter appear to be? How will we push ourselves and make ourselves uncomfortable to create one thing? From there, we simply began getting enthusiastic about what we might dream up collectively.”
The trio have been behind iconic international Nike campaigns like 2012’s “Find Your Greatness” for the 2012 Olympics, 2018’s “Dream Crazy” that includes Colin Kaepernick, and 2020’s wonderful “You Can’t Cease Sport.” They left W+Ok Portland final yr, and have quietly been constructing Someplace in L.A., with quite a lot of model initiatives, together with a collaboration between Moncler and Roc Nation.
With Someplace, the co-founders are positioning themselves as a inventive specialty store for big campaigns or smaller initiatives, international manufacturers and new start-ups. Maybe essentially the most important element is that they may personally have their fingers on all of the work.
[Image: courtesy Someplace]
One widespread advert company stereotype is that senior creatives are used to win model enterprise, then junior groups sometimes work on it. Whereas that wasn’t the case at W+Ok, Ponte says that issues do inevitably change when you get to a sure stage of seniority. “We at all times like being near the work,” says Ponte. “And as quickly as you’re taking a managerial function, it’s like 80% HR. So I feel it is a option to preserve near the work. And there’s a profit of getting such an skilled workforce work instantly with purchasers.”
For Sheniak, the mixture of two creatives and a media particular person makes their explicit partnership distinctive. “I feel that was partly what made our work so particular, having an obsession to make unimaginable work and concepts, and expressing it in many various, fascinating methods,” he says. “How do you breakthrough? I do assume it’s a time the place nice work and displaying up in actually fascinating methods, is one thing individuals, the business, and types are craving proper now.”
From left: Alberto Ponte, Dan Sheniak, Ryan O’Rourke [Photo: courtesy Someplace]
O’Rourke says that whereas the continuous fragmentation of media is a continuing supply of problem for manufacturers, it additionally presents thrilling alternative. “The mix of developing with the massive thought, then determining the place to place it on the earth, it’s so open now that it appears like that’s the place plenty of the enjoyable is,” says O’Rourke. “It’s thrilling to consider how far you possibly can push it. I feel that’s one of many causes we thought this might be fascinating.”
After 20 years in Portland, Oregon, the shift to Los Angeles can also be a part of the contemporary begin, and the right place to collaborate with quite a lot of totally different inventive companions and industries. “Expertise, artwork, leisure, music, this metropolis feels actually thrilling to us, by way of the place issues are taking place, it felt like a very cool place to construct one thing,” says Sheniak.
Someplace is simply the newest company to be based by Wieden+Kennedy vets. Amongst its predecessors are 72andSunny, Anomaly, Superconnector Studios, Cartwright, and Callen. The brand new company comes at a compelling time for smaller impartial inventive outlets, when their worth could also be much less within the scale of manufacturing, however in its ability to generate effective and impactful ideas, and collaborate with in-house model groups and different companions to execute them.
Regardless of their pedigree, the three are clear that Someplace is for manufacturers of any measurement trying to do thrilling work. “The very fact we’ve carried out Nike international campaigns for the World Cup tends to overshadow plenty of the small work we’ve carried out,” says O’Rourke. “It simply needs to be enjoyable and fascinating. Individuals ask us, ‘What’s your dream consumer?’ Nicely, we’re searching for the following Phil Knight.”
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