as one of nike's creative agencies in new york, ceft and company advertising agency has worked with nike on a range of projects including the event for the launch of nike's dance apparel. nike embarked on the creation of the "rock star workout", a workout routine that would change gym-routines forever. the moves were created by choreographer jamie king (who has been working with madonna since 1996, including creating the choreography of the famed "hung up" music video).
the location and the final stage, designed by ceft and company, had to address nike's demand for an event that is special, chic, and relevant to the new york opinion leaders. in order to achieve this ceft and company secured the DIA art center. because the event required concert lighting and a massive sound system which was absent from the space, ceft and company hired cedar lake to create the lighting, projections, PA and sound design under supervision from ceft and company's creative director ucef hanjani.
the stage was designed taking into consideration jamie kings plans and choreography which required a smaller mid stage where the dancers could reappear and enter the main stage.
time is of the essence: although weeks of work went into the design and planning, the event itself was constructed and built in one day, with a day of press frenzy followed by an evening of special guests, only to be broken down the following day - a total of 3 days and 2 sleepless nights!
as an added bonus, while we were still putting the final touches on the space, madonna herself made an unannounced candid visit to her friend and partner in crime, jamie king. she simply walked in and after a kiss sat down to watch jamie's rehearsal which she greeted with applause before leaving back to her hotel.