TIM HUTCHISON
I’m a creative leader with a writing background. I recently led Nike creative at R/GA in the USA. I’m an expert in digital, a brand builder, an experienced systematic writer who also crafts stories, and an empathetic and respected leader of teams, projects and accounts.
HOW CAN I HELP?
I’m an innovation, storytelling and strategic partner to creative and inspiring brands in APAC, the USA and Europe. I’m inspired by challenges and I strongly believe that every single brief, big or small, is an opportunity for creativity and innovation.
Ideas + Copy
Strategies + Stories
Brands + Experiences (and the brand experience)
Digital + Retail
Campaigns + Content
Tech + Culture
BRANDING + EXPERIENCE / nike member days
Nike Membership is more than returns and early access. Most members don’t know just how much is on offer, though. So in 2021 we decided to celebrate members with a twice-annual festival of sport & style in celebration of the Nike Member community.
From concept to branding, programming and campaign, we built a multi-day digital and physical experience for Members that saw record participation from women and app users globally.
idea + product / Working with cancer
In 2023, Publicis Groupe CEO Arthur Sadoun created the Working with Cancer initiative . Designed to abolish the stigma and insecurity that exist for people with cancer in the workplace. Alongside a global pledge, Publicis and the Cannes Lions launched a competition for creatives worldwide for activations that bring the #workingwithcancer pledge to life in workplaces.
I won that competition with an AI-driven but human-centered idea that serves the millions of people working in small businesses who are faced with diagnoses. The idea is currently under development in a joint effort between R/GA and Publicis.
STORYTELLING + BRANDING / COACH THE DREAM
There is a crisis in youth sport. Kids are dropping out during their teenage years - girls at double the rate of boys. Nike recognizes the crucial role empathetic coaching can have on kids’ lifetime relationship with sport and partnered with me and my team to create a manifesto film, brand and digital experience for the Future of Youth Sport summit in 2024. Coach the Dream was the result.
AR + CAMPAIGN / NIKE FOOTBALLVERSE
For the FIFA World Cup 2022, we created a way to transport young football fans into the Footballverse of Nike’s epic anthem spot. Thus AR experience connected them to activations, NFT drops, custom product and the anthem itself, and did it with guerrilla postings worldwide.
Fans loved it, accessing the experience 420,000 times in the first hours, and spending nearly ten minutes in the Footballverse each time.
After the tragic loss of Kobe Bryant in January 2020, I helped continue his legacy with Mamba Week: A 5-day program that unpacks his Mamba Mentality for Gen Z athletes, particularly girls.
A mental and physical training program as well as content, it paired up elite athletes and rising stars in conversations that became the basis for an ecosystem of content and engagement on Instagram, Nike.com and the Nike App.
Mamba Week brought a 620% increase in traffic to the ecosystem, 160,000 new members, and 1.5 million badges earned.
SOCIAL + experience / NIKE MAMBA WEEK
I helped develop and launch Sustainability Services as part of Move to Zero, Nike’s journey toward zero carbon and waste. The Repair, Refurbishment and Recycle and Donate services we developed mean that tens of millions of Nike consumers globally can help protect the future of sport.
Alongside developing the service journey, I created the launch brand and story that brought Move to Zero services to all Nike geos with a film, retail design and digital touchpoints.