Nike wanted to connect with fans on a relatable level and tap into the average athlete's insecurities and get honest about how women really feel about working out. To bring this refreshing narrative to life, we launched a global brand initiative: come to get inspired, leave to get #betterforit. Simply put, it's about going through something hard and coming out stronger on the other side.
How IT WORKS
Partnering with Wieden + Kennedy, whose spots launched the campaign (included for context above and at right), we churned out a content campaign centered around strength and humor across Nike's social and mobile platforms featured in concert with long format video content. As Associate Creative Director, I led campaign strategy and helped create Nike's first custom Tumblr; a collection of custom illustration, photography and gifs challenging 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