As a creative director at Wieden & Kennedy, where he has worked for the past ten years, Smith co-created the award-winning Nike "Freestyle" spot that features NBA stars dribbling and dancing to the hip-hop beat of a bouncing ball. He also co-created memorable spots featuring Vince Carter, Ken Griffey, Jr., Marion Jones, Marshall Faulk, LeBron James, Bernie Mac, Snoop Dogg and more. His work has garnered him Lion, Clio and Pencil awards.

Smith also was successful in helping to extend the Nike brand into other media. For example, he wrote the "Nike Battlegrounds" documentary and TV series for MTV. He co-authored a book, "Soul of the Game," a celebration of basketball in images and voices. He's produced music videos and CDs. He creative directed the "NBA Street 2" video game for Electronic Arts. He co-published the custom magazine "U-Don't Stop." He was the brainchild behind "The Truth," a novel that examines the issue of racial prejudices and misunderstanding. And he has a musical, "Ball," in production. Prior to working at Wieden, Smith spent time at Muse Cordero Chen.