The swoosh
Leading the charge
Nike runs through my whole career. I have built and led Nike teams at both B-Reel and R/GA: finding the talent, setting the bar, and answering to the client from first pitch to launch day.
Role → Creative director leading the team, hiring the talent and running point with clients.
Nike Teens
A new generation for the swoosh
A brand and a digital destination built for teens: a place that feels like the back of the team bus. Their cast, their language, their pace.
Built to meet them where they actually are online: drops, group chats and inside jokes rather than seasons and campaigns.
Teens Y2K
The hottest trend, the Nike way
Y2K was the trend, and Nike belonged at the front of it. The Vomero 5 drop put the archive runner at the centre of the look.
House of Innovation
Launching the new flagship
We launched the House of Innovation in Paris, Nike’s most progressive retail experience, and made the store a must-visit destination before its doors even opened.
The streets became the store: web-based AR with nothing to download. Guestlist passes unlocked at the construction site, Mbappé’s boots at Parc des Princes, a race against your idols at the running track. All of it through a phone.
Six weeks of activation, more than 11,000 people took part, and Hypebeast picked it up.
The Pigalle takeover
Made with Pigalle’s Stephané Ashpool and Ill Studio, the makers of the famous Pigalle basketball court, the AR turned their court into a destination of its own: a virtual instruction manual, unlocked on site.
Alex Roca
Doctors said he was crazy to even walk
Alex Roca has cerebral palsy. He set out to become the first athlete with it to finish the Titan Desert: 600km, six days, one of the hardest races there is. He tried the impossible, and the impossible won.
But true athletes don’t give up, they come back stronger. With the director Clara Tägtström we followed the whole journey: the preparation, the sweat, the blood and the tears, and finally the triumphant win at the end.
Over 3.5 million people watched it.
Vini JR
Witness His Rise.
Vinícius Júnior, carved as a Roman emperor. Marble, a gold laurel, gold leaf falling through the dark, and a plinth that reads VINICIUS VII.
A reactive print campaign and a fifteen-second film, built and ready for the night he won the Ballon d’Or. No stats, no highlights reel. Just the monument you build for someone before they have finished.
The vote went the other way, so it never ran. Some monuments have to wait.
