More than any other Nike category, Nike Sportswear’s products connect at an emotional level with consumers. In 2018 Nike tasked us with further strengthening this bond.
Introducing Nike On Air - a global design challenge that invited sneaker obsessed consumers to co-create a piece of Air Max history with Nike experts.
How it worked:
-Six workshops across the world gave around 100 consumers in each location the chance to create their own Air Max.
-Each session was guided by Nike design experts
-After each session three finalists for each city (London, Paris, NYC, Tokyo, Shanghai, Seoul) were selected.
-Content pieces were created for each finalist showing the inspiration behind their design.
-Consumers could then vote for their favourites.
-At the end of voting, the top shoe in each location was selected to be put into production.
-Every stage of the process was broadcast on Nike Sportswear’s Instagram.
For Nike, this project represented two key firsts. It’s the first time consumers have been so deeply involved in the design process and it’s the first time consumers have been shown what happens during this design process.
It's success has unlocked new opportunities for consumer engagement.
Launched in 2017, Nike+ Trial Zone is Nike’s first interactive, in-store trialing experience.
Consumers often purchase expensive sportswear without having the chance to understand how it will wear and perform. Trial zone changes that by allowing consumers to participate in a live, interactive demonstration that puts the product through it’s paces before they even leave the store.
Ultimately this gives consumers the best opportunity to make an informed purchase decision and to feel confident in the product.
How do you motivate the 100,000 most active Nike+ members to make 2015 their best ever year? By using their 2014 data to inspire them to push even harder.
Using Nike+ member's data we created 100,000 personalized animated films that showed members what they did in 2014 and then analyzed their data to provide them with a unique goal for 2015.
Each member received their video on the eve of the New Year, and once they had finished watching their video, they could click straight through to the Nike+ app and begin a custom program to help them reach their new goal.
//One Show - Gold Pencil - Data & Human Experience / Online Data Visualization
//One Show - Silver Pencil - Digital Direct Marketing / Mobile
//One Show - Merit - Innovation in Video
//Cannes Lions - Bronze -Creative Data Lions: Data Storytelling
//Cannes Lions - Shortlisted - Cyber Lions - Craft: Storytelling
//Cannes Lions - Shortlisted - Cyber Lions - Web Platform
//Cannes Lions - Shortlisted - Direct Lions: Direct Marketing: Digital & Social:
//Cannes Lions - Shortlisted - Direct Lions: Direct Marketing: Craft: Art Direction
//D&AD - Wood Pencil - Crafts For Advertising: Animation & Illustration in Mobile
//CLIOs - Bronze - Direct: Digital
//CLIOs - Bronze - Design: Direct Marketing
//Fast Co Design Award Winners 2015
//Communication Arts Advertising Annual 2015
//New York Festival - Silver - Digital: Craft: Animation
//New York Festival - Bronze - Digital: Interactive Applications: Interactive Tools
//Mixx Awards - Grand Prix
//Mixx Awards - Gold - Innovative Use of Technology
//Mixx Awards - Gold - Data Inspired Creativity
//Mixx Awards - Gold - Best Use of Social Data & Insight
//IAB Creative Showcase - Best Digital Video Creative
//Webby Awards - Best Use of Data Driven Media - People's Choice
//Creative Review Annual (2015) - Selected in Book
In 2016 Nike Football was struggling with it’s identity and voice. The entire football market was increasingly homogenized in tone and execution and Nike needed to break free of the monotony and re-connect with their audience.
To this end, I helped lead a creative re-branding effort that gave Nike Football new focus and a renewed tone that has been key to their resurgence.
After a global research trip, we came to a simple realization. Football brands had sucked the fun out of the game. Everything was serious. Deadly. Lethal. Yet, when you look and speak to the audience, the only thing that mattered to them was that the game was fun.
Thus, ‘Play Free’ was born. A renewed focus on bringing the unadulterated joy back into the game through the brand, it’s players and consumers.
This new POV has enabled the brand to completely re-think how it interacts through consumer facing comms as well giving consumers new ways to create and new ways to buy.
In 2015 we introduced the world to the greatest ever summer basketball camp. The Nike Basketball Academy.
Bringing together over 80 of the top college and high school prospects in the country, this four day basketball camp gave unparalleled access to coaches, trainers and pros.
To showcase the event we created four days of real-time social content using Instagram and Twitter as our main broadcast channels. Alongside classic pro-athlete shots we created a number of franchises such as 'slow-mo like a pro' and 'kicks of the day' to bring the event to life for the audience following on social.
Over 30 instagram posts across official Nike channels, Footlocker and athlete Instagram's generated over 2,000,000 interactions among Nike's youth basketball obsessed audience.
How can you dominate conversation among football obsessed teens during the build up to the World Cup?
By giving them a place to ‘Risk Everything’ and showcase their phenomenal football.
For the entire month before the 2014 World Cup we gave teens the chance to immerse themselves in football by creating 8 purpose built football hubs in Berlin, Buenos Aires, London, Los Angeles, New York, Paris, Rio and Tokyo.
Each hub focussed on providing the consumer with a world of innovation, interaction and entertainment to engage with.
In support of these Phenom Houses, we ran the world's biggest 'Winner Stays On' tournament across 30 cities globally.
In order to launch the new HP Spectre Folio, I worked with a key CGI vendor in LA (Royale) to create a suite of ‘product superiority’ assets.
Delivered on an incredibly tight budget and timeline, the final images and AV effectively showcased the elegant and innovative nature of the device.
Due to the social nature of the campaign, these assets were designed to be modular - shown either individually, or as a functional collective and were required to support the overall campaign.
Nike ColorDry is the start of a fabric dyeing revolution.
It eliminates the use of water in the dyeing process, instead using intense pressure to infuse dry dye into the molecular structure of fabric.
To launch this incredible innovation, and the first product to use it, we created a launch film and site to celebrate the process in macro detail and beauty.
One of the major benefits of electric cars is that they are cheap. The cost per mile is substantially cheaper than traditional petrol driven cars. In order to prove this we created the 'World's Cheapest Taxi Rank’ where people could tweet to get a ride, and then paid for the cost of the electricity. For example, people could get a ride from East to West London for just £0.16p.
-Silver // Online Advertising // The Lovie Awards 2013
-Silver // Interactive // Campaign Big Awards 2012
-Nissan Leaf - iAB Creative Showcase // July 2012
In order to celebrate the career of the greatest player in USMNT history we created a live art installation.
On Twitter we asked fans to tweet their dedications to Landon on the eve of his final appearance. Then, over the course of three days we painted the best ones up in real time at the elementary school where he first played the game.
The response from fans was overwhelming and even included tweets from other major athletes such as Ndamukong Suh.
The Nike SNKRS app is every sneakerheads dream.
Get notified about the biggest and best new Nike drops, follow your favorite lines and find news and special features about the rarest kicks.
To ensure that true sneakerheads got their hands on the app the day it launched, we created a physical and digital treasure hunt in the sneakerhead capital of the world. New York.
Using Twitter we dropped clues that only genuine sneaker aficionados would know. Then providing they got to our location in time they could grab an exclusive code for the app.
Nike Better World exists at the crossroads of innovation, science and style. Unlike any other Nike category it has way more to say rather than sell.
In order to bring this to life and connect on a deeper level with our audience, we created Nike and Nike Better World's very first Tumblr.
The Tumblr was created to be a home to unique, custom-made content that brought Nike Better Worlds key innovations to life in Tumblr friendly formats. On the right is a selection of some of the content we have produced while the Tumblr was still live.
For the 30th Anniversary of the Nike AF1 we built a live art installation in a pop-up store in downtown Tokyo.
The store and installation invited consumers to create what AF1 means to them.
Inspired by AF1 culture consumers could use RFID models to create a unique light and sound display.
Once finished they received a personalized video of their experience which they could share.
In order to show how easy and effective Nike+ Kinect Training is to use we created a single TVC and two long form pieces of content in conjunction with two key Nike athletes.
DeSean Jackson is an NFL superstar who demands elite level training during the offseason to ensure he starts the regular season on fire.
Comparatively, Shawn Johnson was transitioning away from gymnastics and into a lifestyle where maintaining fitness is more important to her than competition.
These content pieces were then launched through Twitter where we asked people to tell us what they were training for.
-BIMA Awards - Gold
-Cannes Lions Integrated & Branded Content - Shortlisted
-CLIO Awards - SIlver
-iAB Creative Showcase Winner - January 2013
-Games Marketing Awards - Gold - Outstanding Overall Marketing Campaign - 2013
-International ANDY Award - 2013 (Bronze)
Despite being very English, I absolutely love American Football.
The strategy. The athleticism. The unbridled ferocity.
However, the part I love the most is fantasy football.
It’s the perfect blend of luck, knowledge and the opportunity to troll your friends.
To this end, I run my own fantasy league - Generally Managing, where I act the role of boorish commissioner as I aim to make my friends feel as bad as possible about their teams and consistently position mine as numero uno.
I find it funny. I’m not sure if they do.
The site is a new step this year. A place for us to have our team identities and match reports to look back on. I plan to take it up a notch each year until someone finally lets me know I have a problem…
Feel free to check it out.