"Nike Bras"
The Ask: Create a campaign that educates the consumer and builds trust with them in regards to our Nike Bras Collection.
What We Did: My team and I developed a campaign led by innovation. We focused on showing how when you put on a Nike Bra you feel alive and embraced.
My Role: As one of two writers, I co-created the narrative strategy, wrote the consumer leading line, created a messaging hierarchy system that spanned high-level attract placements down to retail fast lanes and .com placements, lead VO and athlete interviews, and wrote all social copy across multiple channels.
Consumer Facing Line: Engineered to Feel More You
Launch Motion: The leading motion assets that set the new look, feel, and tone for Nike Bras.
First Take Reviews: Three of our cast members sat down and did a review of their experience in the bra after wearing it all day on set.
Experienced By You Motion: Three of our cast members were captured outside moving in our Nike Bras to show the consumer how the bras move with your body.
In-Studio Hero Photography
On-Location Hero Photography
@NikeWomen Social Posts
The Nike Women Team:
VP of Global Women’s Team: Kam Yeh
Creative Directors: Caroline Bleeker and Tricia Chamberlain
Associate Creative Director: Martha Martinez
Art Direction: Claire Pedersen, Miyu Shirotsuka, Emily Lemmer, and Korina Wray
Copywriter: ME! and Brittnee Gregory
Social Copywriter: ME!
Digital Team: Olivia Bowman, Erica Cruz, Genevieve Poblano, and Annalou Vincent
@NikeWomen Social Team: Alexia Nahai and Hannah Steinhilber
Producers: Ruben Barton and Lauren May
Studio Manager: Matt Ripley
Account Managers: Courtney Vermaas and Bekah Serio
Creative Partners: Emily Lipson, OK McClausland, Charlie McHarg, Jackie Bao, Bob Hoste, Traci Copeland, Danasia Sutton, Rachel Lee, Sophie Haig
Production Company: Open Range