Nike

The Brief Nike needed to promote their new AirMax DN8 shoe and compel a young, ad-averse Snapchat audience to try it on in-store. The critical challenge was to make the final assets feel completely authentic and organic, avoiding the feel of a traditional, aggressive advertisement while featuring creators on opposite coasts.

The "Why" / Creative Insight In a world of polished ads, authenticity is the ultimate currency. To truly compel the Snapchat audience to try on the new AirMax, they needed to see a genuine reaction from someone they trusted, not a sales pitch.

Strategic Direction I developed a "come shop with me" concept that prioritized raw authenticity over everything. My masterstroke was securing exclusive access to Nike's flagship LA store for our creator. Instead of a rigid script, I designed a creative brief with prompts that guided the creator through the experience. This empowered them to craft their own narrative, ensuring the key messages were delivered in their own voice.

Results This strategy yielded a wealth of raw, honest footage. We crafted a final narrative that felt like a real-time discovery, capturing the creator's genuine excitement and successfully meeting all of Nike's objectives for driving in-store trials in a way that felt like a personal recommendation, not an ad.

My Role Creative Lead, Art Director, Copywriter

Producer Isabella Sanders