Nike × JD Sports · Need It Now · Fall 2024
Auras
Concept, Creative + Art Direction · 2024
Need It Now is a Nike 365 line carried at JD Sports, and it needed fresh retail creative four times a year. I pitched the platform that carried the whole year: ‘Made for Me’ — every season, four women from sports, fashion, music, and entertainment style the collection their own way, with a new theme each quarter. Season One was ‘Auras,’ inspired by Kirlian photography. We interviewed each woman first, then built her look from her own aura — the light and color field unique to her. Monaleo, Emei, Mia, and Shuang. I designed a custom set for each, chose the furniture, and directed photo and video. It was the last campaign I shot before I left Ona.
Style influencers are the real authority on what's trending — so each season we let four of them show us how they make the collection their own. For Auras, each woman's look was built around her own aura: hue, shape, and color reflecting her individual style. Monaleo in pink and purple. Emei in yellow and green, electric like her stage presence. Mia in cool, serene blues. Shuang, the most adventurous of the four, in red and orange.
We were on set with all four. I designed a living room and ran a roundtable — instead of tarot cards, each woman drew a card with a question on it. It pulled real, unpolished conversation out of them, and we cut it into film so the audience could meet them properly, not just the campaign version of them.
Each woman’s aura carried into her own feed — the same light and color field that defined her look on set, translated into content that lived on her channels.
The campaign ran as a full retail and digital takeover. Times Square and American Dream were the biggest build-outs, alongside the Chicago State Street windows and doors across North America.
Each of the four women carried her own banner, so the aura system had to hold at every size — a storefront, a window vinyl, an app hero slider and the campaign landing page — without losing the colour field that made her hers.
Alongside the hero film and the retail deliverables, I built a repeatable set of four content types for every catalyst, every season — Personality Focused on set, Behind the Scenes, Made for Me on location, and the Round Table. It kept the season fresh across JD's channels and each woman's own, and it meant the content never ran out halfway through a quarter.
A seasonal round table built to make real conversation happen. I worked with the team on a custom card game that got the four women asking each other about their own journeys — fashion, culture, what it actually took. Co-creating it that way surfaced their real tastes and stories, so the content carried weight without ever having to centre a product.