Behind the Scenes of An Oregon Ad: Part 2

October 11, 2007

This blog article is a continuation of a "behind the scenes" look at the creation of a Book of Oregon campaign ad. You can read Part 2 here.

On a sunny spring afternoon, a group of Oregonians headed over to Hayward Field to create an ad. But not just any ad. This ad in particular starred Jordan Kent, Oregon’s resident track, football and basketball star. Because Jordan has represented Oregon in so many ways, what better title to give him than the Oregon Overachiever? Read on for a continued behind-the-scenes look at this exciting ad shoot…


Once all the “gear” was set up and ready to go, Chris, Wieden & Kennedy’s photographer, began snapping away. During the very first shot, Jordan stood on the Hayward Field track, and beside him lay an enormous pile of Nike shoes. This was a very interesting concept, as it clearly emphasized Oregon’s love of running. The pile of Nike shoes, combined with Jordan standing over them, seemed to evoke a sense of strength, which made the photos very powerful.


After the enourmous pile ‘o shoes was filmed, it was time for a new concept. Because Jordan is such an impressive, versatile athlete, Wieden & Kennedy’s crew decided he should represent a super hero. To our dismay, however, we realized we didn’t have any superhero attire at the track. So off I went, with part of the Wieden & Kennedy crew in the big white van, in search of the perfect super hero mask. Because I had lived in Eugene for two years, I was chosen as the navigator. Even though I am slightly directionally challenged, we only got lost once and picked up a load of goodies at JoAnn Fabrics and Ben Franklin’s. When we finally arrived back at the set, Mira, Wieden & Kennedy’s art director, busily snipped our chosen black fabric into the perfect super hero mask.


Then it was off to round two of snapping photos. Mira tied the mask around our hero, and he posed as if he was waiting for the sounding of the gun, ready to race to the finish line. All of the poses were very dynamic, and showed the calmness and focus that all competitive runners seem to posess.

At the end of the day, we had wrapped up a terrific shoot. It was an absolute blast meeting Jordan Kent, a fellow duck, and getting a special “behind the scenes” look at what it takes to create an Oregon ad.

After all that hard work, we've got a final product. Check it out here.

For more information on Travel Oregon’s “We Love Dreamers” campaign, please visit our Book of Oregon section.

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