Mark Keintjem

as basically “Do the same thing we did last year but completely differe…n at the brand itself between 1996 and 2007, says in the ‘Planning etc’ video on his Vimeo channel: ‘Every Nike Football brief was basically “Do the same thing we did last year but completely differently.”’

…e had been telling our bosses that we did not feel confident about our launch date for a long time. We gave any number of suggestions of what we could do to launch that wouldn’t be such a giant production, but would totally have worked. Somewhere up the chain of command, it was decided it was not the Apple-way to launch something without a million fireworks. “But it’s the web!” we cried to no avail. We had our marching orders, and we walked single file to our collective doom.
Then it fell down launch night. And all the lovely troopers (because everyone who works at Apple is…