For Katie McCain 鈥�07 a crazy dream has come true, as a Nike commercial produced by the advertising/public relations and radio/television double major recently won the the Outstanding Commercial Award during the 71st annual Emmy Awards.
McCain, a former women鈥檚 soccer player, served as lead producer for the sportswear company’s Dream Crazy ad, which features Serena Williams, Colin Kaepernick and fellow alum Shaquem Griffin 鈥�16.
She became enamored with filmmaking after attending a summer video production camp in between her soccer camp schedule. Soon after, she borrowed her father鈥檚 video camera and began to create her own videos centered around her friends and soccer teammates with the goal of making them all laugh and cry.
After graduating from 麻豆原创 and spending a decade working for various production and advertising companies in Orlando and Los Angeles, she moved to Portland, Oregon, in 2017 to join Wieden+Kennedy advertising agency for her dream job 鈥� producing commercials for Nike.
McCain, who was a decorated four-year letter winner and defender on the Knights鈥� soccer team from 2003 to 2006, has been involved in some of Nike鈥檚 most popular ads as of late, including the Dream Further commercial that captured hearts worldwide ahead of the 2019 FIFA Women鈥檚 World Cup. She describes her role as a bit like being a captain, nurturing and facilitating the visuals and script through her work with the film鈥檚 director, editor, visual-effects personnel, musicians and crew.
https://www.youtube.com/watch?v=hOVkEHADCg4
鈥淚 try to put the best players on the field in regards to the creative team to execute the idea, and then make sure everyone gets the support they need to play their best and work well together,鈥� she says. 鈥淭he best productions are the ones where it doesn鈥檛 feel like work and where everyone is proud of what we鈥檙e creating.鈥�
Which was certainly the case for Dream Crazy commercial, which beat out Apple’s “Behind the Mac” and “Shot on iPhone” campaigns as well as Netflix’s “A Great Day in Hollywood” campaign.
Here McCain discusses Dream Crazy, Dream Further and what it’s like working for Nike.
Why do you think the Dream Crazy and the World Cup ads are striking a chord like they are?
I like this quote from the co-president and chief creative officer of W+K, Colleen DeCourcy: 鈥淪ometimes, when everything鈥檚 right, something or someone can come along with a thing that is so simple, that taps into the bottomless reservoir of want in humanity, and the world goes crazy. We love that feeling. We believe in that feeling. THAT is lightning in a bottle.鈥�
What do you think you鈥檒l always remember about your experience with these campaigns?
When you are in it and working so hard on production, you lose track of how awesome it is to get to make very creative, high-level work that people actually care about, talk about, watch and share 鈥� work that inspires people. What I鈥檒l always remember is how we made something with 鈥淒ream Crazy鈥� that shook the world for a few days. With Nike, we helped create a conversation beyond advertising. We opened hearts and minds all over the world for a minute, in an era where you鈥檙e served content all day long, and it鈥檚 hard to catch someone鈥檚 attention at all.
What is a typical day like for you in your job?
Every day is a bit different. In between projects, things are usually a bit more mellow. Usually I鈥檓 in meetings talking about creative ideas with my team, or budgeting and researching, and meeting new directors and partners I want to team up with on future projects. When I鈥檓 on a production it鈥檚 a bit like wrangling chaos 鈥� figuring out how to do the impossible, negotiating, scheduling, managing people, making sure the creative team and the client are happy, and the work is getting the support it needs. This year, I was traveling between Los Angeles and Barcelona to shoot and edit for the World Cup film.
What鈥檚 the one thing you need to survive in your profession?
It鈥檚 actually a couple of things. An aptitude for organization and the necessity to compartmentalize and prioritize tasks. A sensitivity to everyone鈥檚 strengths and weaknesses, and the ability to optimize their value in order to bring everyone together to accomplish a goal, deliver a film. Jobs of this scale can be daunting, so you have to prioritize the work that needs to be accomplished each day and keep the team focused on getting through key milestones to keep the project on track. I work in a high-pressure, creative industry where everyone has an opinion, an idea or an approach. My job is to harness everyone鈥檚 strengths, combine greatness, to make one thing, together. Personally, you must know your limits, and when to take a break in order to recharge your mind and body to be able to have the strength to produce the next project.
How does it feel to have played a part in the Dream Further ad鈥檚 creation?
My blood, sweat and tears definitely went into my work. To me, it feels like a bit of a love letter to all aspiring 10-year-old girls. I was a kid with really big dreams 鈥� a confident, cocky kid that thought she could do anything. So, it鈥檚 been a bit surreal to help make a film that inspires and motivates people as this one does. I feel so fortunate to be given this opportunity, to be able to produce a film with such a powerful message.
What do you think about the response the Dream Further film has received?
It鈥檚 been awesome! We set out to make an epic soccer film for Nike that was as good, if not better, than the previous Nike soccer films. Nike has a legacy of long-form viral advertisements that have incredible production value, super star athletes, and inspiring narrative. The fact that Nike saw the value in creating something of this caliber for women鈥檚 soccer blows my mind. I鈥檝e had former teammates from my youth soccer team, my club team and my 麻豆原创 teammates and coaches message me about how inspired they are by the film. It鈥檚 like a time capsule has been opened from my youth soccer-playing days.
How did the Dream Further ad make you feel as a viewer the first time you saw it?
I cried when I saw the first rough cut. I also cried at the casting when we met the young girl who played the lead in the spot. The film is personal and emotional to me; I feel connected to the narrative, the characters and the athletes. I鈥檓 able to see a bit of my own story in it. I was 14 when the U.S. women鈥檚 national team won the 1999 World Cup. I have followed the team since I was a little kid. Soccer gave me so much. It taught me how to work hard, embrace adversity, be a leader, to persevere, work together, and that you鈥檙e only as good as your teammates. As a producer, I use all those tools almost every day. Soccer seriously set me up for success in my career.
What was the most challenging aspect of the Dream Further shoot?
Production is always challenging, no matter the client or the film. There are no easy jobs. If the job is easy, it isn鈥檛 being pushed to be the best film it can be. Due to the scale of this, it was a marathon project. We all had to dig in and put our heads down. The machine had to keep moving or we weren鈥檛 going to stay on schedule and make the launch date on the Champions League Final.
What was the most rewarding moment during the Dream Further shoot?
The moment I met the lead girl in the spot, I knew she was the right selection for the role. Seeing her perform on set, and being a part of her experience was amazing. She lit us all up every day with her spirit, smile, work ethic and love for the game. I can鈥檛 wait to see where she goes in life and what becomes of her dreams.
How did your experience at 麻豆原创 prepare you for your career now?
Before deciding to pursue an advertising degree at 麻豆原创, I had no experience working on commercials. I had only worked on broadcast production. My dad was worried I was never going to be able to support myself making films, so he encouraged me to consider an advertising degree and study marketing so I could take my production background and make commercials. I decided to pick up a double major in advertising, and also minored in marketing and business to accompany my broadcast radio/TV production degree, which I was already pursuing through the Nicholson School of Communication and Media.
I grew up really connected to the ads and the message that Nike was putting out in the world and identified with the brand. I feel very grateful to have landed at Wieden+Kennedy, which is considered to be one of the best advertising agencies in the world. To be given the honor to work on Nike at W+K is a bit unreal to me, especially during a time where the brand is telling amazing stories and really affecting culture with their marketing.
What is your best memory as a Knight?
In 2004 we had a great soccer season. We beat Florida State, Florida, FAU, Miami, won our conference, and went to the NCAA Tournament. We were one of the top teams on the East Coast. I enjoyed being a part of the team, sharing many moments with my teammates that I will never forget. I cherish my amazing friends from my 麻豆原创 soccer days. I still enjoy reading about the advancements 麻豆原创 is making in many fields. And who doesn鈥檛 love to watch their football team crush it?!
