NIKE WOMEN | #BETTERFORIT
Nike wanted to connect with the average athlete on a relatable level, tap into their feelings around working out, and get real about embracing vulnerability. To bring this honest narrative to life, we launched a content platform with a global brand initiative: come to get inspired, leave to get #betterforit. Simply put, it's about having the confidence to fail, face uncomfortable challenges and come out stronger on the other side.
BRINGING THE CONTENT PLATFORM TO LIFE
Working closely with Nike’s Digital Global Team and Wieden + Kennedy, whose spots launched the campaign (included for context above), we commissioned talented artists to create content entered around strength and humor. As Associate Creative Director, I led campaign strategy and art directed Nike's first custom Tumblr; a collection of custom illustration, photography, video and gifs that challenge fans to push outside their comfort zones with confidence, whether training for a marathon or simply running a block further than the week before.
Nike's ongoing evolution from inspiring women to 'just do it' to enabling them to improve through a digital ecosystem of engagement has built a worldwide community of users in the process.
TEAM Conscious Minds Cameron DeArmond, Veronica Turner, Michael Bishop, Drew Shafer
ROLE Associate Creative Director art direction, content creation, strategy, copy