Power Franchise Fall/Winter + Holiday 2018

Nike's Power Franchise needed stronger individual identities — each shoe line treated as a mini brand within the broader Nike world.

My role was to develop that visual language across two major shoots, Fall/Winter and Holiday 2018, while also running a content performance test: shoe on body or off, motion or still, and which approach actually drove results.

Every creative decision was built to answer both questions at once. In total each shoot required a minimum of 7 different art direction concepts across 30+ SKUs, completed in 3 to 4 production days, from concept to wrap in 5 weeks, delivering 100+ assets across video and stills for Nike.com, digital banner ads, and sponsored posts.

Performance surpassed Nike's global content benchmarks, contributing to 35% sales growth for the Power Franchise.