Nike and Social Status

As the pilot episode of our Nike x Social Status series, “Free Lunch” sets the tone for the rest of the series — and yet, when we first set out to make it we thought it would be a one-off. We shot all three episodes in Mon View Heights, Pennsylvania, the actual childhood neighborhood of Social Status owner, James Whitner. When we put together our treatment, the only directives in James’ brief were basically his childhood reminiscences: “In summertime, it would get HOT, I remember getting food with my brother thanks to my parents food stamps… “ We even shot a “Free Lunch” scene in the apartment James grew up in. We also had to take into account the Summer release date of the of the Nike x Social Status shoe. Showcasing the rhythm of summertime life in the projects was primordial. In order to respect the brief and capture the mood from James’ recountings, we decided that there was nothing better than to cast actual youth from the area. Our shoot coincided with the brand’s social initiative arm BeSocial, including their “Free Lunch” program. We quite literally were giving out free lunch while filming “Free Lunch.” There was an overwhelmingly positive and very organic reaction from the Mon View community on set and when it aired, because it was done in the community and by the community. I suspect they’re the reason we won the People’s Choice Award Webby for Video Campaign of the year. we released this episode.

Product: Nike x Social Status Free Lunch Dunk

Directors: Turner Brothers
Production Company: Dreadhead Films
Writers: Turner Brothers
Editors: Turner Brothers
Cinematographer: Tyler Clark
Sound Design: Dreadhead Films

Nike and Social Status

With the success of the first episode, Nike x Social Status asked us to expand the “Free Lunch” story into a series. We of course wanted to use the same characters and return to Mon View Heights. The Air Max Penny 1 & 2 Fall release schedule aligned with back to school campaigns, so we knew we had to take these characters to high school. Which was how the idea for “Recess” was born.
As with the first film, our aim was to highlight this neighborhood’s colorful characters and to create a sitcom-like feel. In fact, many of our characters in this series were inspired by the ‘90s sitcom “Martin,” and by actual folks we knew growing up back home. We’ve all got a crazy Uncle, after all!
The main purpose of episode 2: “Recess” was to introduce the main character, James’ rival, named Desmond.
For each of these episodes (and pretty much all of our work so far) everything, in pre-production, production, and post, was handled by the two of us. We did the writing, editing, sound design etc. We even handled production design. Which was no small feat given how important it was for us to recreate James Whitner’s childhood memories. The big difference between these episodes with the first one is the crazy fact that we weren’t asked to feature the product at all. Given the popularity of Nike Air Maxes and Social Status’ cred, it’s a given that these limited editions are going to fly off the shelves. In “Recess” you only see the Air Maxes in the final five seconds of the film.

Product: Nike x Social Status Air Max Penny 1 & 2

Directors: Turner Brothers
Production Company: Dreadhead Films
Writers: Turner Brothers
Editors: Turner Brothers
Cinematographer: Tyler Clark
Sound Design: Dreadhead Films

Nike and Social Status

Much like “Recess,” this third episode, “Playground” was about continuing to develop our favorite sitcom-like characters, like the crazy bus driver and the neighborhood hustler.
It was also about bringing the story - which captures life before school, during school, and after school - to a close. We had to let our hero finally prove himself in front of his rival, his girl, and his friends — and were pumped at the idea of putting the fresh basketball Air Maxes into action by shooting a choreographed basketball sequence. As mentioned previously, these branded content shorts don’t require putting the product in the forefront. It’s all about creating a moment, something that will hopefully stick with the viewer with time. One of our biggest inspirations is director Spike Lee. I don’t think there’s a single person that watched television in the late eighties that doesn’t know the tagline “It’s gotta be the shoes.” This was our opportunity to create something unique for Nike, and let’s just say those campaigns were definitely on our mind throughout. No pressure!
After our People Choice Webby win for “Free Lunch” last year, we were thrilled to discover “Recess” and “Playground” resonated with the jury at the Webby Awards. Both combined won Best Video Campaign in Advertising.

Directors: Turner Brothers
Production Company: Dreadhead Films
Writers: Turner Brothers
Editors: Turner Brothers
Cinematographer: Tyler Clark
Sound Design: Dreadhead Films

Jordan and A Ma Maniere

This project was all about challenging ourselves and our skills by tackling serious messaging about Black identity and racism in the United States with a one-take shot and on a limited budget.
We only had three weeks to turn this around, so we knew we’d have to get creative and do something different than what we’ve previously done, as there was no time for a lot of dialogue and table reads with actors. At the same time, it was really important for us that we featured the best of the best in terms of local community advocates and artists, as a portrayal of the community's “airness.” So, we leaned into the restrictions to create this one-shot take featuring an array of characters - none of whom were trained actors - and overlaid it with a voiceover. The narration was voiced by Head of Air Jordan brand, Larry Miller. The result is less of a shoe commercial than a public service announcement about the Black experience in America. And that’s exactly how we wanted it to be.

Air Jordan x A Ma Maniere Airness shoe

Directors: Turner Brothers
Production Company: Dreadhead Films
Writers: Turner Brothers
Editors: Turner Brothers
Cinematographer: Tyler Clark
Sound Design: Dreadhead Films

Air Jordan and A Ma Maniere

Dedicated to Black and Brown women everywhere, including the women in our lives, this is one of the most important stories we’ve ever told. Not only was it our first project with A Ma Maniere and James Whitner, but it sparked a new way to tell stories that coincide with shoe drops.
The release of the Air Jordan 3 was limited to women only for the first week, which informed our narrative and was communicated through voiceover (written and acted by Julien Turner).
It’s also a great example of the mission that pervades all our work: To create at the intersection of art and the Black community, in order to nurture more respect and opportunity for people of color. None of the women featured in the film were actors, but actual women in our lives and the life of A Ma Maniere owner, James Whitner.

Directors: Turner Brothers
Production Company: Dreadhead Films
Writers: Turner Brothers
Editors: Turner Brothers
Cinematographer: Tyler Clark
Sound Design: Dreadhead Films

adidas

“Best Place to Work” was a pure joy to create, particularly because Julien worked internally at adidas at the time and was able to authentically portray adidas global headquarter’s creative magnetism.
This project also pointed us in a new direction as filmmakers. Praised by the adidas North American President at the time, Zion Armstrong, this spot marks our beginning in branded content. In fact, after sharing the film with every adidas corporate office, Mr Armstrong introduced Julien to Social Status and A Ma Maniere owner, James Whitmore. Therefore, this campaign film uniquely helped us build our reputation as innovative, values-driven, and effective filmmakers. Thanks adidas.

Product: adidas Global HQ Internal Campaign: Best Place To Work

Directors: Turner Brothers
Production Company: Dreadhead Films
Writers: Turner Brothers
Editors: Turner Brothers
Cinematographer: Tyler Clark
Sound Design: Dreadhead Films