For International Women's Day, Nike partnered with Phenoms, the social-first Gen Z sports brand, to launch We Play Real—an integrated campaign celebrating the impact of Black women in sports while inspiring the next generation of female athletes. Centered around a powerful brand film featuring Serena Williams, Naomi Osaka, Sydney Leroux, and other elite athletes, the campaign challenged the misconception that greatness is simply "magic," highlighting the relentless work, resilience, and dedication behind every achievement.

Strategy & Execution

Working in collaboration with Nike and Phenoms, I designed the strategic client-winning pitch deck that secured the partnership before leading the creative execution of the campaign across the entire retail campaign ecosystem.

I led the campaign's creative development and visual storytelling across every customer touchpoint—from website experiences, homepage takeovers, landing pages, merchandising, product storytelling, email campaigns, paid social advertising, print, catalogs, in-store creative, and photoshoot art direction—ensuring a unified brand experience and cohesive campaign storytelling across digital and physical channels. Every touchpoint was designed to engage Gen Z audiences through a seamless cross-channel experience while supporting awareness, engagement, conversion, and revenue goals.

I also led the art direction and motion design, producing commercial takeovers, motion graphics, campaign videos, and three original episodic films that brought the We Play Real narrative to life across digital, retail, and social channels.

Leveraging Phenoms' highly engaged Gen Z audience and Snapchat partnership, the campaign amplified Nike's message through a social-first distribution strategy, extending We Play Real across the broader retail campaign ecosystem and meeting consumers wherever they engaged with the brand.

RESULTS

37M IMPRESSIONS DELIVERED