"Nike Leggings"
The Ask: Create a campaign that introduces a new evolution of Nike Leggings.
What We Did: My team and I developed a year long journey that launched 3 new Nike Leggings. Creating a body of work that relied more on sensation-based storytelling, making this the first time Nike didn’t tell athletes which legging they should wear for specific activities — instead we empowered consumers to choose based on preference.
My Role: As the lead writer, I 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 oversaw the day-to-day narrative workload.
Consumer Facing Line: A Feel For Every You
“A Feel For Every You” is the leading consumer 365 line. It’s rooted in the challenge to constantly explore new worlds that you never thought possible. It’s the belief that a single experience can turn your world upside down. But most importantly it’s the refusal to let anyone tell you how to be or feel.
Hero Campaign Photography:
Product Marketing Campaign:
Social Executions on @nikewomen:
Geo Extensions and OOH:
The Nike Women Team:
VP of Global Women’s Team: Kam Yeh
Creative Directors: Caroline Bleeker, Tricia Chamberlain, and Gabe Folick
Art Direction: Claire Pedersen, Miyu Shirotsuka, Diana Albrecht
Copywriter: ME!
Digital/Social Copywriter: Kennedy Rasberry
Honorable Mention: Gaby Tama
@NikeWomen Social Team: Alexia Nahai and Hannah Steinhilber
Producers: April Beck and Lauren May
Studio Managers: Matt Ripley
Account Managers: Dan Stern and Bekah Serio
CGI: Berenice Pupponi
Creative Partners: OK McClausland, Zora Sicher, Chiao Chen, Hotel Creative, Solange Franklin, Natalie Hoffman, and LaTisha Chong