Nike Women's Running
Bloom
Creative Director · ART DIRECTIONt · Ona Creative · Spring '24
"Be in Bloom" — this campaign shifted the running conversation from a "winning-at-all-costs mentality" to a celebration of holistic self-love — acknowledging that women today aren't striving to be the best, they're striving to be their best, and that deserves to be commemorated like any other win. Shot as part of the same 3-campaign push as Progression and Van Life — all three built and shot in 1.5 days across Leimert Park, Malibu, and Riverside, CA.
Every accomplishment is a finish line. We highlighted everyday victories — a mental-health walk through the city, a scenic jog that's really about clearing her head, a cardio session before running with friends. The messaging centered embracing womanhood and boundless expression: she isn't a work in progress, she's already a whole version of herself — and she deserves her flowers.
Shot across pastel Los Angeles — front steps, flower shops, sunlit sidewalks. Real runs, real neighbourhoods, flowers in every frame.
Over two years with Nike I learned the ecosystem properly — its rules, its deliverables, what actually ships. As on every Nike campaign I directed, I ran the post-production creative process end to end, producing hundreds of assets across .com, App, email, Instagram, Pinterest and Facebook.
For the Spring ’24 Running campaigns I worked with the creative team to build a full library of digital assets — copywriting, colour grading, graphic art direction — holding every piece to one vision so it read as Nike and not as a set of separate deliverables.
Not the campaign film — this is the Nike app thread as it actually ran, which I directed. The hero film is at the top of the page.