Multimedia: The Expanded Definition
Lebowitz, a self-described “culture junkie,” believes that the term multimedia extends well beyond its current, technology-oriented definition. “We take in everything,” he says, citing Big Spaceship’s collective obsession with music, movies and TV. “We’re young and living in Brooklyn and soaking it all up. Today, I went to the Jewish Museum to see the History of Comics exhibit. I don’t know how this will influence our work, but it’ll come in to play somewhere.” This pop-culture addiction, combined with a company culture where an intern can have as much voice as a CEO, creates a fertile breeding ground for dangerous ideas. And from this world where intellectual curiosity and creative freedom are prized possessions, The Symphony was born.

Creating More Brand
As a companion to Wieden+Kennedy’s Nike Air TV spots, the site gets the campaign right online—without regurgitating creative. While the main message—More Air, More World—remains integral to the experience, Big Spaceship interprets it differently for the web. “The idea that Nike Air helps people to better understand their sport—and get more from it—was crucial from a branding perspective,” says Lebowitz. “We used the ad campaign as a jumping-off point for exploring this idea. But Nike gave us the freedom to take it in a more abstract direction.” And this freedom, says Lebowitz, ultimately led to the site’s success. “When a client wants your creative thinking—not just execution—they get great work.”