Bloom

Creative Director, Ona Creative, spring ‘24

Client: Nike Women’s Running, CRM

At the end of 2023 I led the Ona Creative team as we worked with Nike Running to simultaneously pitch and build creative storytelling campaigns for three new spring running collections. Each collection had a unique story and target customer, creating the opportunity for three very distinct campaigns. Through functional story telling and social first capture styles, our creative goal was to connect deeply with each customer’s wants and needs. We shot all three of the campaigns in 1.5 days, taking us from Leimert Park, to Malibu and all the way to Riverside, CA.

VAN LIFE

TRACK + FIELD

WIP

‘be in bloom’

This campaign was all about shifting from the “winning-at-all-costs mentality” to a “celebration of holistic self-love,” and acknowledging that women today aren’t striving to be the best. They prefer to be their personal best— and that should be commemorated just like any other win.

Every accomplishment is like crossing a finish line, and through this campaign we highlighted everyday victories: from her mental health walks through the city to get her steps in, to her scenic jogs through the neighborhood, to her cardio sessions before running with friends.

The campaign’s messaging covered embracing womanhood, boundless expression, and accomplishing her goals in a way that says she isn't some work in progress, but actually a whole version of herself—and she deserves her flowers.

The Nike Ecosystem

Over two years with Nike, I dove deep into the dynamic Nike Ecosystem, mastering its rules and deliverables. Like other Nike campaigns I’ve directed, I spearheaded the post-production creative process, producing hundreds of assets for diverse channels: .COM, App, Email, Instagram, Pinterest, Facebook, Google, Snapchat, retail installations, OOH, and more.

For the Spring ‘24 Running campaigns, I collaborated closely with the creative team to build a robust library of digital assets. From copywriting and color grading to graphic art direction, I unite each element with vision and leadership, ensuring every piece resonates with Nike's unique brand and department specific VC.