During my time at Laundry Service, I oversaw the creative and art direction of large-scale Nike campaigns. Our work included establishing a successful social media-first cable network and developing content franchises for sneaker launches at Foot Locker.
AIR MAX DAY 2020
We created a global campaign that entailed on-location photo and video shoots at key Foot Locker locations worldwide. We tapped a local tastemaker for each shoot to speak to the culture in every location. (Select footage and outtakes available upon request.)
LEGENDS OF THE GAME
We created a cel-animated franchise to tell the stories of Nike basketball classics for Foot Locker's social channels.
AIR MAX PLUS III
To launch the Air Max Plus III at Foot Locker, we turned influencer marketing on its head by 3D-scanning musicians from around the globe. These animated vignettes featured inspiring sound bites on why each artist, like the shoe, is not for everyone.
DISCOVER YOUR AIR: ART ACADEMY
To launch the Air Max 270, whose colorways are inspired by different periods of art history, we created the DYA Art Academy, a fake art school to show the Foot Locker audience that athletes and influencers can be artists, too.
AIR MAX DAY 2019
The brief was to recreate old Foot Locker commercials for Air Max Day. Not only did we do that, but we also created an entire cable network on social media. The network programming ranged from a sitcom to a cartoon series. The vintage Foot Locker ads we recreated ran as “commercials” on the network. We shot everything in 4:3 to allude to the old-school cable vibe but tapped into current cultural trends and talent to breathe new life into the brand’s narrative.
Then, we created a seeding kit for influencers and an actual cable box containing sneakers. Under my artistic leadership, this aspect of our campaign resulted in a Silver Cannes Lion for Art Direction and Packaging Design.
Finally, to cap the project off, we live-streamed a QVC-style show on Twitch from a Foot Locker we redesigned to feel like a ’90s store. This activation included influencer integration and product giveaways on Air Max Day.
