Project: What if Nike showcased its new performance products by turning the focus to the athletes who compete in them? And what if Nike could visit with those athletes for them to show the world what their sport, or craft, means to them? That was the thinking behind “In The Wild”, which was a concept from Wieden+Kennedy that my team worked on with them by developing the concept, writing the project plan, going into production and then publishing across @Nike TikTok, Instagram and YouTube.

My Role: I co-led development of this concept with W+K, led development of the content mapping, aligned the functions involved across the Nike enterprise and led downstream elements including calendar planning, asset allocation, publishing and analysis.

Project Superpower: We designed content for each platform at a time when it was imperative in my department to maximize resourcefulness. A leading objective in our department was to maintain/increase engagement while bolstering the amount of content produced across the channels we managed. Those don’t always align, but in this case with W+K’s partnership, we figured out a way to harness short- and long-form video and photography to tell a genuine story of an athlete.