The Task

Nike's Power Franchise needed a clearer identity — a way for consumers to distinguish each line from the others while still feeling cohesive within the broader Nike world. My role was to develop that visual language and execute it across two major shoots.

I developed the creative direction for both Fall/Winter and Holiday 2018, defining the overall look and feel for each franchise, designing set concepts with production teams, and selecting locations. Every detail from set design to styling to shot structure was built around giving each line its own distinct identity.

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.