Crafting a new category
Nike Teens
Strategy, brand design, digital destination, content, product launches
Role → Creative director leading the work from pitch concept to launch.
Nike Teens
Nike had everything for teens except somewhere to put them
Teenage girls were already wearing Nike. What they did not have was a place inside it built for them, in their language, at their pace.
So we made one. Its own cast, its own voice, its own release rhythm, running from strategy and brand design through to content and the product launches themselves.
Teens Y2K
Y2K, worn by people who were not there for it
The Vomero 5 is an archive runner that came back as a fashion shoe. The girls wearing it now were not around the first time, which is exactly the point. This is not nostalgia. It is just the best shoe in the room.
A shoot and a product page built around the drop, styled the way the audience already styles itself rather than the way an archive would.
House of Innovation
Mbappé’s boots, at Parc des Princes
Nike’s most progressive retail experience was landing in Paris in early 2020. Months before the doors opened, the city’s teenagers needed a reason to care.
So 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.
Alex Roca
Doctors said he was crazy to even walk
Alex Roca has cerebral palsy. He was training to become the first athlete with it to finish the Titan Desert: 600km, six days, one of the hardest races there is.
We followed a year of preparation and then the race itself, with the director Clara Tägtström, and cut a film that showed what was actually at stake.
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 print campaign and a fifteen-second film. No stats, no highlights reel. Just the monument you build for someone before they have finished.
