Just Do It : 30 Years

Summer 2018
Made w/ Nike NYC
Creative Strategy Direction

Creative and strategic thought partnership with marketing, creative & digital teams to develop and execute a New York City point of view on the 30th anniversary of Nike’s most iconic campaign.

Following insights research & interviews, I defined a creative territory connecting the dots between local themes and the irreverent history of Just Do It, then worked with each team to oversee the narrative as the campaign came to life.

The result was a local initiative highlighting the power of sport for a new generation; a film series featuring athletes thriving in their communities, a full schedule of basketball & soccer tournaments, and a high-touch marathon training program.  

Included here are some of my favorite films from the series that set it all off.