Opportunity: Nike and W+K had the athletes, the science and the shoes for this incredible undertaking. They just needed a way to let people participate and tie it back to the brand.

Our Innovation: We pitched Nike, W+K and media agency teams on using Facebook Live to broadcast Breaking2, including how to excel in three stages: pre-, during, and post-race. Live was still a fairly new platform at the time and we included ideas that hadn't been done before like using Instagram Stories and Messenger to build enthusiasm and drive Live tune-in.

Results: In the end, Eliud Kipchoge missed it by 25 seconds (he would later break the barrier in another closed course).But we broke our own records - more people than ever before tuned into a Facebook Live event, 5+ million.

Fun Fact: Working on this inspired me to run my own best marathon ever, a lesser watched endeavor called “Breaking 3:48.”