"International Women’s Day"
The Ask: Create a campaign that celebrates International Women’s Day.
What We Did: As the co-lead writer for this body of work we created a campaign centered around this core idea of “We Are Born Ready” a rallying cry to women that they were born with everything they need to succeed.
My Role: As one of two lead writers I helped create the narrative framework and point of view. I worked to create narrative arches for each cast member across all content. I also helped concept and execute our UGC campaign.
Consumer Facing Line: We Are Born Ready
YouTube: We created an eight minute sit down conversation discussing owning your successes, forming your story, and much more.
Outside of our episode we created a multi-step social campaign that had elements of animations, OOH placements, and creator content. While some of our UGC Campaign lived within the episode it was only a tease of where we took the work.
Instagram: On Instagram we posted extension stories of our cast members and community. We chose to take an animated approach to further celebrate women creators, exposing our community on @NikeWomen to more global talent.
Cast Member Extension Content: We wanted to extend three of our cast members stories allowing our community to better understand what made these women who they are today.
@NikeWomen Follower Content: We decided that we wanted to include our community as much as possible. So we asked them on IG Stories “What were you born to do?” Their responses were the inspiration of every reel.
TikTok: We wanted to further our storytelling by tapping 20 creators on TikTok to create videos to a custom sound Nike created that posed the realities of what were you told to do? And what were you born to do?
OOH and Geo Extensions: Our celebrations continued as we created OOH placements with our @NikeWomen follower content and extending the work to our offices across the world to elevate and celebrate women athletes in the community.
Athlete Think Tank: To wrap our celebrations we unveiled the creation of Nike’s Athlete Think Tank. A group of Nike female athletes who are the future of Nike in guiding us on improving girls’ and women’s experiences in and out of sports.
The Nike Women Team:
VP of Global Women’s Team: Kam Yeh
VP of Global Purpose Team: Jonathan Johnson-Griffin
Creative/Art Direction: Claire Kang and Jennifer Hook
Narrative Directors: Gaby Tama, Ayesha Khan, Gabe Folick, Caroline Bleeker
Copywriter: ME!
@NikeWomen Social Manager: Alexia Nahai
Producers: Nancy Yalley and April Beck
Studio Managers: Katie Price
Account Managers: Dan Stern and Alyx Wynn
Animators: Danae Gosset, Petra Peterffy, Sophie Koko, Shira Inbar, and Jiayi LI
Creative Partners: Wieden + Kennedy, Field Trip, Some Such and Co, TwoMuchStudios