Nike

In 2018 and 2019, I was on the pioneering team in Nike’s socially-driven short documentary features. With the brand belief of “if you have a body you are an athlete” fueling us, we built the strategy for the new program, fully developed the creative and holistically produced over two dozen original features all over the world on short timelines, all in less than a year. The result? An increase in 30MM followers, double the engagement, increased brand sentiment and the larger Dream Crazy campaign went home with a Gold Lion at Cannes.

Not only did this athlete-first storytelling fuel the brand mission, but we got to bring attention to many incredible people along the way. A women who ran seven marathons on seven continents in seven days — with one leg. A man committed to losing 500 pounds. A widow of both husband and son in the slums of Brazil who revolutionized her community through sport. A Muslim-raised female boxer who hid her national championship win from the world, until she couldn’t hide anymore. One 19 year old figure skater with two Olympic medals, and another 19 year old German who coaches football for child refugees. A Chinese PE teacher who turned old garbage into classroom equipment. A basketball player who went from selling fake Rolexes on the streets of Greece to being the NBA’s MVP.

These stories didn’t just move people, they moved the brand forward by inspiring the over 90 million followers of @nike, one of the largest social media accounts in the world, with daily reminders to keep dreaming crazy, and to just do it.