Nike Running · Track & Field
Progression
Creative Director + Art Director · Ona Creative · Spring '24
The second chapter of Nike Running’s Spring ’24 trilogy — the Progression Pack, built for track & field. At the end of 2023 I led the Ona Creative team as we simultaneously pitched and built three distinct campaigns for Nike Running in a single push, each with its own story and target customer. I led the deck development for all three. We shot them — Bloom, Progression, and Van Life — in 1.5 days, from Leimert Park to Malibu to Riverside, CA.
I worked with both the Nike Running and Ona teams to craft a storyline built around a high school boys track team — deliberately targeting the age Nike knows it needs to hook young athletes. The story sits in the tension every teenage runner knows: track is technically a team sport, but every rep, every personal record, every disappointment is run alone. Nike's role in the story: there from your very first step on the track, like a coach who never stops showing up.
We cast a local track team rather than models — a real team, on their own track. Camaraderie is the one thing you cannot direct into existence; you either cast for it or you don’t get it.
Every setup was built to survive the crop. These frames had to hold up hard-cropped to a 4:5 feed post and full-bleed across .com, which shaped the shot list before we got anywhere near set.
The pack shipped as a complete CRM and social system — Pinterest carousel pins, Facebook, Instagram, and Snapchat assets plus .com, email and in-app placements. I directed photo, art and design, set and style direction, and the entire post production process.
