More work
SOCIAL + STORYTELLING / nike PLAYLIST
Kids are dropping out of sport. And who could blame them? Pressure from parents, peers, coaches and schools takes the fun out of what should be the ultimate form of play.
To bring the play back into sport, we created PLAYlist, a YouTube and TikTok series hosted by athlete Sky Brown and featuring the world’s best athletes going kid mode over 11 seasons and counting.
BRANDING + EXPERIENCE / ZYNC
Zync, a “passenger experience” company, needed a brand and UX for their immersive in-car entertainment product. I led a team of brand and experience designers to create a beautiful, seamless experience for the company’s initial stages.
BRANDING / NIKE STUDIOS
Nike is piloting an in-person Nike Training Club experience, Nike Studios. This online-to-offline premium offering needed a brand to go to market in California and Texas, and is the first time Nike has made its training expertise, driven by athlete talent, available in a retail environment. I helped them create a tone, look and feel that differentiated them in the training market.
campaign + Media / hey google, ask nike
To launch its futuristic power-lacing Adapt BB basketball shoe, Nike needed a futuristic launch experience that was as easy and seamless as those automated laces. We set up a partnership with Google Home and Turner Broadcasting to launch the shoe using Google’s Voice Assistant during NBA halftime. The only way to get the shoe was to ask.
CAMPAIGN + BRANDNG + STORYTELLING / nike CRUZRONE
The CruzOne was a strange shoe by Nike standards, but it was a born from a conversation between two of the brand’s most iconic figures: Phil Knight and Tinker Hatfield. To launch the shoe we created a brand and story that celebrated their unique, slightly goofy but always creative relationship and latest product to come from it.
SOCIAL + STORYTELLING / nikeiD VR studio
I worked on NIKEiD (now Nike by You) almost from the beginning. Its origins are as a digital customization service, but its potential for play and community was untapped until we began to imagine how to bring it to life in retail. There are now Nike by You studios in stores around the world, and this VR experiment was a driver in the expansion of customization as a core Nike differentiator.
product + ecommerce+ content strategy / nike.com
In 2012 I was part of the team that consolidated a family of disparate Nike ecommerce experiences into one seamless brand site. As one of only a couple of writers on a large team of visual designers, experience designers and technologists, the site’s narrative and tone were in my hands, from navigation and buttons to editorial and content.