Nike
Elite Athlete Stories
In 2018, Nike reshaped the vision of Just Do It with the “Dream Crazy” (Colin Kaepernick) brand film. This groundbreaking campaign coincided with the challenge of leading a 2-year digital transformation of the brand, resetting the vision of how Nike’s voice would come to life across social channels, while adding value and inspiring our community.
The framework was rooted in one simple question, “if the best brands on social feel human, how can we we make Nike feel human?” The answer was simple, the human voice of Nike is rooted in its family of athletes. Leading a team of creatives, I was able to co-create a robust body of work showcasing the real, honest, and remarkable stories of the world’s best athletes, providing a consistent drumbeat of inspiration for people everywhere to pursue their own crazy dreams.
Birthplace of Dreams
“Birthplace of Dreams” brought elite athletes back to the place it all began for them. The series highlights crazy dreams through the lens of one athlete, one location, and one honest conversation. Digital/social-based in origin, many of these episodes were picked up by television networks, airing during major sporting events such as the NBA season, Women’s World Cup, and tennis’ French Open.
Dream Crazier
If “Birthplace” went back to square one, “Dream Crazier” is the next step in every athlete’s journey. This series explores the foils that challenge people in the pursuit of their goals, and the voice inside that tells them to keep going.