Nike Start Today

A man turns up with a sports bag and admits he's heading to his very first boxing lesson. He's older than you'd expect for a beginner, and that's exactly the point. A small conversation at a bus stop asks a question that is easy to put off: how will you know whether something is for you if you never try?

The idea came out of 7 Short Films in 7 Days, the week Robin Lohnke and I made one film every day. We first shot it as a short film. The sports bag happened to be a Nike bag, and that gave me the idea to turn the same feeling into a spec commercial. No product in the spotlight, just a story about starting. Start today.