Nike Well Collective

For the athlete* who'd written Nike off, we built a wellness world worth reconsidering.

Leading the research and development of the playbook, I uncovered what wellness actually looks like in this audience's daily lives: not perfect, not linear, but joyful and messy in equal measure. That truth became a creative platform that bridged Nike Well Collective's vision with the real lives of the people they were trying to reach. Working upstream with Nike's global team, the insight became a full Instagram playbook that would position NWC as the source of trusted information and guidance.

Social Playbook
Creative Strategy
Art Direction
Social Content Concepts
Casting 
Content capture guide

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