Always On Live

We partnered with Nike Sportswear to digitally broadcast and promote the exclusive event “Always On Live” at 21 Mercer.

Nike Sportswear celebrated the return of professional hoops and the culmination of its "Always On" campaign with "Always On Live," an exclusive event at 21 Mercer in New York City on December 19, 2011. The event highlighted the world premiere of Amar'e Stoudemire's "Always On" video, the eighth and final of the campaign, which features an exclusive track from rising Bronx rapper French Montana called "Just Do It." DJ Angie Martinez joined Stoudemire to co-host the concert featuring performances by four "Always On" recording artists: Vado, Stalley, Jesse Boykins III and French Montana.


Instrument concepted, designed and produced the entire digital and social arm of the event. On the day of the event, we pointed all of Nike Sportswear's social accounts to Livestream, where we helped Nike become one of the first brands ever to do a full-page takeover on Livestream's new platform.

Count Down Graphics


"Always On Live" had a reach of over 7.9 million users and generated over 15,000 clicks. "Always On Live" was a successful use of live-streaming video partnered with digital savvy to create an experience that had to be seen to be believed.


To promote "Always On Live," we crafted a unique, organic social strategy, utilizing all of the Nike Sportswear digital platforms. This included takeovers of, Twitter and Facebook accounts.




For the 21 or so lucky enough to get invited to the live event, we designed a foil-stamped/black-embossed printed invitation.

Project Stats

  • 7.9 Million

    users reached world wide


Sarah Sturgill


Shawn Petersen, Jessie White


Phong Ho, Matt Pensworth


  • Digital Strategy
  • Interaction Design
  • Art Direction
  • Development
  • Production


  • Facebook
  • Twitter
  • Google+
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