Paul Charney

By Paul Charney 5 minute Read One day, Elsa Einstein, wife of the famous Albert, saw her husband wander over to the piano, jot down some notes, keep playing, then disappear into a room for two weeks. When he emerged, he had a working theory of relativity that would change physics forever.

In 2013, the video-sharing app Vine appeared and became remarkable—not for its features, but for its constraint. Videos could be no mor than six seconds long. The length captured people's attention perhaps because it felt oddly specific. Twitter purchased Vine before the launch—and Twitter is known for its brevity—so it sort of made sense. But why six seconds?

What happened next was honestly a moment of self-reflection. We found ourselves thinking about how we have managed our collaborations with young athletes and looked at how we keep the process fun. We're proud to say that over the years we've developed some practices that have served us well, that help us as filmmakers and ad makers to get a great result for everyone while letting these young athletes still be who they are—kids. Put ourselves in their shoes. A commercial set can be really fun.