Nike Runners Helping Runners

2021

A global Nike campaign to showcase the variety of available running shoes, crafted to support the running community by highlighting real, local, NYC runners.

To communicate the joy and optimism of running while highlighting a range of running shoes from short to long range, Nike teamed up with Instrument to create end-to-end content that leveraged New York community runners whose personal pursuits tie back to the message of health, wellness, and fun.

CATEGORY

CAMPAIGN ART DIRECTION
ON-SET ART DIRECTION
DESIGN DIRECTION

Audience research informed our creative strategy from the start. We learned early on that our consumer is most inspired by runners who look like them: more peer, less pro. 

This knowledge gave us a way in to speak to the Must Win 6 selection of running shoes in a way that could give every runner a way to see themselves in Nike.

Our cast was divided between two targeted audience segments — First-Time Performance Buyers who were coming to Nike because of brand trust, and Repeat Performance Buyers who purchased based on purpose, with the intention of competing and winning.

Working with the client on set and our production crew, I acted as lead art director, providing real-time feedback and direction while mapping selects back to our final narrative and deliverables.

During three rapid-fire days of capture across four locations in Brooklyn, Queens and Manhattan featuring our cast of real New York City runners, we captured interviews with the cast and tons of inspiring still and motion assets. Casual runners were paired with the Nike Air Zoom Pegasus 39, while performance-oriented runners wore the ZoomX Invincible Run Flyknit 2.

Our team created assets incorporating image selects from our shoot with Nike product shots into a seamless design system living across Nike.com, email, app, paid media, paid and organic social and retail.

On set, I collaborated with photographer Paola Kudacki to capture unplanned burst photography that played into the natural fast pace of the shoot.

This on-the-fly content ideation enabled the team to develop additional unplanned assets including Instagram Reels, crafted by stitching together the shots captured into stop-motion videos, deepening the storytelling surrounding our New York City runners.

Our campaign content and designs also made a big impact in retail— showing up in flagship Nike stores in Soho, LA and Chicago across video screens and printed signage.

Nike Runners Helping Runners

2021

A global Nike campgain to showcase the variety of available running shoes, crafted to support the running community by highlighting real, local, NYC runners.