Tasked with creating a global creative direction for all events and activations around Nike Running we built everything on top of our long-term strategy to “Choose The Harder Road”. We teamed up with an external partner for visual renders, and I pulled a couple internal writers onto the project for some concepting and narrative work. The work’s application in Mexico won a Clio Award!

For the event narrative, we combined key principles with a few examples to create the irreverent, clever tone we wanted the brand to be famous for. (See sample slides from the main Visual Center at the bottom.)