The challenge: elevate some of the world’s best footballers to household names during the 2023 Women’s World Cup.

The work: draw on informal interviews to give the world a hyper-real, hyper-raw look at the key figures and cultural moments of the tournament. I worked with my teams at Instrument and Nike to concept and storyboard executions (and give each caption a healthy does of emojis.)

For select FC TV segments, we brought in DJ Monki (our FC MC) to host. In the series below, we go BTS of the Nike National Team Kit photoshoot, as Monki talks with photographer Juanita Richards about the making of the photos and what it was like to work with the athletes.

In addition to the Nike App and Instagram Stories, we rolled out a number of Twitter and Threads executions focused on community engagement.

Weekly footwear