There is more that what meets the eye with Shia Labeouf’s “Just Do It” viral video. The video has transformed the Nike logo. In this video we are able to see the true effects of circulation of a medium. The video is to say the least subtle and gives a hard push to anyone who has been lazy in following dreams. Mr. LaBeouf, Luke Turner and Nastja Säde Rönkkö created the video with the intention of it being used for transformation. Since then the initial video has been remixed and transformed into various medias ranging from still images to song parodies. These have in turn have lead to more participation and involvement. This only leads to question what mediums have been created in such a way that not only provokes creation but also allows it as a part of its own creation.