NIKE
For the 2023 Women’s World Cup, Nike wanted to elevate some of the world’s best footballers to household names.
So we crafted an athlete-centered campaign with fans in mind. Built on candid interviews, Nike’s social channels became a vehicle for the world to get a hyper-real look at the key figures and cultural moments of the tournament.
Behind the Lens FCTV series
We brought in DJ Monki (our FC MC) to host candid conversations and outtakes from the shoots.
I helped carry this project from inception to production — concepting the series and individual episodes, writing interview questions and culling footage to create storyboards, and selecting the best nuggets for the final cut.
Social-first interviews
With Sam Kerr, Crystal Dunn, and other icons gave fans a look at the personalities behind the players.
APP AND TWITTER SERIES
Interview content was also used for Nike App and Nike Training App articles by yours truly profiling like athletes to promote their country’s kits or their NTC workout.
In addition to these articles, we rolled out a number of Twitter and Threads executions focused on community engagement.
