CONCEPT // ART DIRECTION // DESIGN // COPY
Concept work for a campaign targeting millennial, urban women who view working out as part of life, but not their whole life.
The campaign speaks to women who define a workout by what makes them feel better; women who don't necessarily identify with traditional athletes or team sports; women whose main motivation isn’t about the game or competition.
Based off the simple question, “why do you workout?”, the campaign expresses honest answers from real women about what motivates them to put on some Nike gear and get out there.
// Concept Only //
Images are previously published Nike photography.
All other content is owned by me.
Content, color, and type treatment all seek to disrupt how women typically see themselves portrayed in sport campaigns. A major strategic shift away from presenting sport through the male lens, the content speaks to empowerment and strength by aligning those traits with vulnerability, honesty, and humor — qualities rarely allowed into the athlete-consumer narrative but are at the core of women’s power.
The design of each piece is created to work individually and as a storytelling unit with each other. The layouts, type treatments, and photography represent the spirit of the answers given. Sometimes starkly direct, sometimes seeking, sometimes thankful, sometimes frenetic, but always personal and relevant.
The smaller, more intimate treatment of Nike’s brand font similarly disrupts the typical narrative and stands in stark contrast to Nike’s usual big, bold type expression.
The on-trend color palette is an intentional shift away from typical Nike campaign colors. The color palette immediately reframes the brand conversation to better connect to a consumer that is as interested in trends and fashion as they are about their physical and mental wellness.
The palette also serves as the through line used to unite the campaign. It allows for the flexibility and variety of the content presentation that represents the individual nature of women and their emotional connection to how and why they take care of their bodies.
Further disrupting the standard narrative is the intentional use of non-sport-focused photography and action-based directives. This approach, along with the ambiguous nature of the copy, returns agency to the viewer—they decide what each message means through their individual perspectives rather than being directed to think or do.
Changing the conversation in this way conveys an inherent trust in the consumer's intelligence and capability and, in turn, the female consumer identifies with and trusts Nike.