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CLIENT:

NIKE | AIR MAX, MAXXED OUT ATL & SANYA RICHARDS-ROSS (2023) [AGENCY: ONA CREATIVE]

ROLE:

DIRECTOR, CINEMATOGRAPHY DIRECTION, CREATIVE STRATEGY

THE WHY:

For the MAXXED OUT Campaign, Nike sought to highlight its impact on Atlanta's creative community by creating a visually compelling campaign that captured the city’s vibrant energy. The challenge was to evoke a sense of nostalgia while authentically showcasing Atlanta-based influencers and their connection to the Nike brand.

For the Sanya Richards-Ross Pregnancy Announcement Campaign, Nike wanted to celebrate Sanya's inspiring journey as an Olympic gold medalist while introducing her new chapter of motherhood. The campaign needed to balance her legacy as an athlete with the deeply personal and emotional aspects of her pregnancy, inspiring audiences with her resilience and transition into this next phase of life.

EXECUTION:

For MAXXED OUT, I directed the creative strategy to achieve a vintage VHS aesthetic, combining a sense of nostalgia with a modern edge. To highlight Nike’s influence on Atlanta creatives, we collaborated with local influencers who embodied the city's unique culture and energy. They showcased Nike apparel in authentic, unscripted moments around the city, captured on three distinct formats—cinema cameras for polish, VHS cameras for retro appeal, and old camcorders for raw, intimate vibe.

For the Sanya Richards-Ross Campaign, I to lead on-site direction and cinematography, crafting visuals that celebrated Sanya's monumental journey while introducing her role as a mother. The campaign used powerful imagery and emotive storytelling to inspire audiences and highlight the unbreakable bond between family, legacy, and new beginnings.

IMPACT:

The campaigns garnered over 5 million combined views across platforms and achieved a total reach of 9.3 million. This translated to significant engagement and a reinforced connection between Nike and its audience, and further boosting engagement in Southeast region, further solidifying the brand’s leadership in merging athletic performance with cultural storytelling.