Client: Nike, MOX (in-house)
Role: Creative (all round: video concepts, casting, treatment development, copywriting: scripting for video, editorial and Nike social channels)
Date: June 2021
Locations: London, Paris
The Dunk began on the court but was claimed by outsiders. Skaters. Artists. People who wore it as a sign of belonging somewhere else.
My brief: to find those crews again, across London, Paris, Berlin. To show them as they are. To tell their real stories, bringing something different to Nike’s usual sports script.
My approach: World-building: I was super interested in finding stories and crews that sat outside the sport aesthetic, knowing their eccentricity would make the strongest stories — and the boldest visuals.
The result: A shamisen crew in London. Space-enthusiasts in Paris. And Street Gamers in Paris. The work stood out and what started out as social storytelling grew into a full creative campaign with the core crews. Nike returned to continue their stories for another season.
Shredding on three strings: London’s Tsugaru Shamisen
Eyes on the skies: GAREF
Video concepting, scripting and social copy for IG Reels and TikTok:
Social creation for @Nikesportswear stories, keeping GAREF story at the fore:
GAREF Editorial for Nike:
Press Play: Paris Street Gamers
Video concepting, scripting and social copy for IG Reels and TikTok:
Content creation for @Nikesportswear stories, keeping Paris Street Gamers story at the fore
Wrote the PSG Nike Editorial:
