Project: We harvested an insight that our core audience preferred to exercise at a particular time of day and leveraged that as the foundation for a campaign. In order to connect with portions of the Training audience who prefer morning, afternoon or evening to train, we gathered short-form video and photography to showcase each time of day.

My Role: I led the partnership with our agency of record (AKQA) and the creative partner (Empire Green) to build the campaign strategy and capture the content. I also led the internal partnership with Brand Design and Brand Marketing regarding campaign strategy, creative direction and asset selection. I led the single-day photo shoot for which we had an $80K production budget. The 30 :6-:30 videos and ~500 photos we captured covered our campaign’s content needs for three months. 

Project Superpower: Based on the content that we captured during one 12-hour day at Nike WHQ, we challenged the Nike Training community to perform the same movements as the three Nike Master Trainers who were the face of the content; in what we positioned as Feats of Athleticism. On Twitter and Instagram over the six-week campaign, our community shared amazing videos and photos of them replicating movements. We supported certain people by reposting their content. For a special group who we built conversation with via Twitter DM, we partnered with the Training product team to gift them with exclusive Metcon 1 colorways that we sent to them in a custom shoe box.