Nike Campaigns

During my tenure at ONA Creative, I was the Account & Project Manager and Assistant Director for all Nike productions and campaigns. I also worked together with the team on creative concepting, digital strategy, and post-production layouts.

My organized approach coupled with a strategic mindset allowed me to successfully deliver on multiple different campaigns across many mediums. This included:

Dotcom
App
Social
Email
Paid Media

Campaigns for Nike included All-Star Weekend, Be True, Black History Month, and Dance.

Nike All-Star Weekend

The concept for All-Star Weekend 2022 was to amplify the story of fashion and beauty within the world of sport. The campaign featured Dex Robinson, Celebrity Stylist & Consultant, and Kahlana Barfield Brown, Fashion and Beauty Editor & Expert.

We leaned into the greater Nike 'Never Done' messaging and campaign creative for 2022 through curated photos of styled models, BTS, interviews, and sneak-peeks into the stylist's shoe collections (For SNKRS Fitted and Paid Media). Every piece of the production was crucial to telling their stories and giving consumers the best tips on how to instantly elevate their fashion game.

Assistant Director. Digital Strategist. Account & Project Manager. Producer.

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I was the assistant director and lead producer, digital strategist, and account manager for all post-production deliverables. My role involved:

Oversaw the production days for Nike All-Star Weekend, including talent management, supporting the photographer with creative direction, and managing time schedules. We shot 20 looks with 10 models over a 2-day period.
Post-production, I created the UX and UI design of the client’s needed web pages, app screens, and emails. Using Keynote and PDF, I then briefed designers to create the digital assets adhering to the client’s specs.
Provided layouts for social posts, indicating which images should be used and briefing copywriters for caption copy.
Responsible for the file delivery, ensuring the Nike teams had all the individual components with the correct specs they need to be able to design the assets for Nike channels.

Social Media

In partnership with Kahlana Barfield and Dex Robinson, we created paid and organic content that provided the audience with insider tips on how to take styling to the next level. Our graphic overlays included chalk-drawing-like annotations which paid homage to basketball move-making and brought a simple new flair to the creative without taking attention away from the starring styles.

Our celebratory energy was well-received as the organic posts were some of the top-performing Reel content on both the Influencer channels and Nike Sportswear Channels.

App Threads

For the Nike App, we embraced the opportunity to dive deeper into Dex and Kahlana’s stories and into their points of view on styling. We brought each look to life and celebrated how each shoe was styled in two ways, but how the possibilities were endless. The app threads not only showed off these looks and poses, but they featured insightful quotes to encourage users to step out, rep their favorite team, and look their best selves throughout the weekend and beyond.

Dotcom

The photography was also featured across Nike’s website. We selected concise pieces of styling tips to instantly inspire people to participate and express their individual selves. We leaned into the hero “Never Done” messaging paired with imagery featuring key Nike basketball classics to bring to life around All-Star weekend and beyond.

Email

Reinforcing the storytelling found on social/web/ app, we created emails that spotlight our stylist’s tips, while amplifying the endless possibilities of the AF1 and the Blazer.

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Nike Be True

The concept for the Be True campaign was to be brave in addressing the fact that historically, sport has been a perpetrator of heteronormative behavior, toxic masculinity, and the silencing of LGBTQIA2s+ voices. This campaign was focused on the LGBTQIA2s+ athletes, who despite discrimination and barriers, have used their voices to make change in sport and beyond.

In the summer of 2021, more “out” LBGTQIA2S+ athletes participated in the Olympic Games than all previous summer games combined. And while they represented their country with pride, they also used the stage as a platform for change.

These athletes uplift, empower, and spend time off the field working to build a safe space on the field.

Producer. Account Manager. Project Manager.

I was responsible for coordinating post-production deliverables by briefing designers and copywriters to create over 15 social assets, 4 app threads, 2 dotcom pages, 1 email thread, 10 OOH assets, and a short series of video content. I collaborated across multiple Nike internal teams to ensure final files were correctly delivered for all platforms.

Social Media

We created paid and organic content that featured segments of athlete interviews and some of their most powerful quotes. Our graphic overlays included rainbow borders and text. We used vivid imagery and short-form copy to drive traffic to Nike’s purpose site, as well as the BETRUE page to read more on the protagonists and/or purchase from the collection. These posts were shared between Nike and FootLocker social channels.

Nike App Thread Featuring Raven Saunders

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Nike Black History Month

Nike’s Future Movement began with a vision to reimagine the future with the next generation of Black athletes*— on and off the field. It has since extended to Black innovators and creators of various professions and points of influence who were transformed by sport.

This Black History Month campaign sought to honor, recognize, and elevate our Shareholders of Progress with a narrative that identified the transformational impact that sport had on their lives, as well as the transformational impact they’re making on their communities.

Our approach for these photoshoots was to capture each person in a location that feels comfortable and natural to them– usually somewhere they frequent or somewhere that represents part of their journey– and most importantly, located in their hometown. We wanted to get polished images, but ones that felt as if they were in their element.

Our concept, Building Black Legacies, was developed from interviewing 4 protagonists who prioritize uplifting their community. They pave the way for Black prosperity because for them, personal success is not enough to leave a lasting legacy.

Account Manager. Project Manager. Producer. Digital Strategist.

Managed all pre and post-production communications with the client, photographers, and talent, including providing tracking documents, finding shoot locations, managing feedback and revisions, and final product delivery to all client partners and agencies.
Using UX layouts, briefed designers and copywriters to create app screens, emails, website pages, social media activations, and OOH marketing materials utilizing the content captured in production.
Responsible for athlete & talent management, handling all communication amongst key stakeholders and Nike City Teams, as well as facilitating unique campaign activations such as the production of custom Nike product builds for all featured talent.

Email

Building on the storytelling from social/web/app, we created a product email that introduced the 2022 Nike BHM collection.

App Threads

For the Nike App, we chronicled the life of each protagonist, highlighting pivotal moments that shaped their journey both in sport and in mentorship, leadership, or activism. We also gave a brief description of the shoes they designed, connecting each design choice to major themes in their stories.

Dotcom

We used the “Building Black Legacies” messaging and vivid imagery to direct traffic to the protagonist stories, the collection, and any causes associated with the athletes. We also created a banner composed of hero shots and quote-based graphics.

Nike Dance

We set out to celebrate dance as the most creative expression of movement and inspire the Foot Locker (Gen Z) woman consumer to ‘Own the Floor’ – enabling dancers and their communities to share their stories, unique movement, and creativity.

Dance is all about expression and movement, so we took an iconic Nike Basketball moment and put a modern spin on it for Nike Women, Footlocker Women, and a new generation of move-makers.

Assistant Director. Producer.

Assisted the photographer and videographers with content capture by providing mood boards and helping to direct models.

Helped the talent feel comfortable, ensuring they have everything they need to do their thing behind the camera.
Ensured that all necessary content is captured, executing against project tracking documents I made prior to production day.

Video & Photo Production

Hungry to reinvent, our team hit the studio. Each dancer was featured in their own moody, futuristic video: 11 pieces of choreography to the same sound. Stitched together, the group hero video acts as a campaign spot and is featured across paid and organic channels.

Casting & Influencer Management

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Social Media

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Over a span of three weeks, we built energy and excitement across influencer and Foot Locker Channels, both paid and organic- resulting in high engagement and positive momentum for the campaign.

Diversifying dance means bending genres and blending styles. Owning the stage means breaking rules. We found the next generation of influencers who are doing just that. We featured three lead dancers on top of eight additional and unique talents who specialize in a wide range of movements: from Caribbean dance to rollerblading. Among our lead move-makers: Sienna Lalau, who has already worked with superstars like Jennifer Lopez and BTS and won VMA’s Choreography of the year; Taylor Pierce, an internet sensation who has appeared on World of Dance and The Ellen Show; and Natalie Pluto, a longboard freestyle content creator, and filmmaker.

We sourced and managed the talent from booking to cheering for them on set, to guiding them through posting on social media to share the energy and excitement of the campaign’s momentum with their followers.