A Feel For Every You
Art Direction
Social Content & Strategy
Digital
OOH
Retail
Nike Global, Women’s Studio
The Case
Nike leggings have failed her again and again. Pilling. Loose Threads. Waistbands that fall down. Camel toe. Not enough pockets. She has never truly been satisfied with them and have turned to a competitor as a result. In response, Nike listened and redesigned their premium line of leggings, producing three completely new, sensation-based, leggings.
The Strategy
We developed a campaign with the tagline "A Feel For Every You" to showcase the comfort, self-expression, and choice these leggings offer for every aspect of an athlete's life. In this campaign, we showed her that we have a product for every aspect of her life—inspiring her to channel her own energy and be unapologetic in her pursuit to move her way.
The Solution
Doing a global product launch is no small task. We broke the entire body of work into two categories: Campaign and Product Marketing. The campaign worked to embody the spirit of our internal positioning and showcase brand inspiration through overt sport performance expression, while product marketing became our hardest working tool for product innovation and education through the creation of sensation based worlds.
Credits
Campaign Photographer: Zora Sicher
BTS/Social Photographer: OK McCausland
Cinematographer & Editor: Chaio Chen
Stylist: Solange Franklin
Hair: Latisha Chong
Makeup: Zenia Jaeger
Set Designer: Nat Hoffman
Design: Mouthwash
Production: Lola
Creative Direction: Kamauri Yeh & Tricia Chamberlain
Art Direction: Claire Pedersen, Diana Albrecht & Miyu Shirotusuka
Narrative & Strategy: Gaby Tama
Writing: Topaccio Beerhalter