In my role as Global Brand Manager for Nike Lacrosse, the opportunity this season was to showcase the latest innovation in cleated footwear with a message that went beyond just heroing the cleats' features and benefits. For this project I created the brief, directed the creative concept development, managed the necessary internal and external moving parts, and solved executional challenges on the go.
The colorway and design of this game changing cleat allowed us to tell a deeper story about tapping into one’s natural instincts (with the right tools) to unleash one’s sixth sense. Sport is much more than just X's & O's...it's also one's mental approach to the game that separates winners from the losers.
The lacrosse consumer had never seen a live action video like this before.
As the Global Brand Manager for Nike Lacrosse, the goal was to introduce the inspiration behind the Nike Huarache V 'Creator' Pack colorway to drive sell-thru and create energy for the product and brand. We knew we wanted the creative to not only represent the performance aspects of the innovative footwear, but also the Native American (Iroquois) origin story from which the cleat was inspired.
Using the Thompson Brothers' spirit animals as our muse we wove together the story of lacrosse and Huarache V 'Creator' cleat into a spectacular animated video. To honor and respect the story and visuals, the concept needed to be 100% authentic. To achieve that end, we hired Graham Greene, an aboriginal First Nations actor from the Six Nations Reserve, and used Iroquois singers in the background to ensure authenticity.
The producers were in Chicago, the animators were in New York City, the talent was in Los Angeles and we, of course, were in Beaverton, Oregon. This video was produced from start to finish in just two weeks. My role in this project was to create the brief, hire the agency, direct the creative concept development, managed the necessary internal and external approvals, and solve executional challenges on the go. It was an amazing project from start to finish with a short timeframe, but fun to create and execute.
This Brand Heat Video was created for internal and external audiences to showcase Nike's marketing activities, sport moments, and brand moments for the quarter. As the Brand Planning Specialist I developed the vision, flow, and creative direction for this video, partnering across all functions and categories to determine the key stories and to elevate the brand strategic priorities.
The North American Brand Heat video became the reference standard for all other Geographies. Ultimately, Sales and Merchandising leveraged this video to energize key retail accounts during the go-to-market sell-in and planning meetings.
As Brand Planning Specialist on the North America Brand Marketing team I served as the Consumer Insights expert to accelerate brand and revenue growth for the Nike North America.
This was achieved by building out valuable cross-functional partnerships with Merchandising, Design (product and brand), as well as territory teams across North America. I co-developed research projects focused on identifying key growth opportunities in apparel innovation, consumer segmentation, and brand perception. The focus in producing this video was I produced this video to showcase our recommendations around our apparel research and to highlight key consumer insights. Following this video was a full presentation highlighting in detail recommendations and findings.
As Brand Planning Specialist, I produced this video to accompany the Brand Marketing Vice President's presentation to the Nike North America Brand Leadership Team. The video inspired the team to dream big, go beyond what's been done before and to create their own lasting legacy in the upcoming year. Nike has done some pretty amazing things over the decades and the opportunity to leave one's mark was real. The year following this video was one of the most successful years for Nike, Inc. ever.
This 'Brand Heat Video' was created for internal and external audiences to showcase Nike's marketing activities, sport moments, and brand moments for the quarter. Sales and Merchandising leveraged this video to energize key retail accounts during the go-to-market sell-in and planning meetings. As the Brand Planning Specialist I developed the vision, flow, and creative direction for this video. I partnered across all functions and categories to determine the key stories and to elevate the brand strategic priorities. The North American Brand Heat video became the reference standard for all other Geographies.
As Brand Planning Specialist on the Nike North America Brand Marketing team, I produced the Heat Sizzle Video to set the direction for the Brand Management Leadership Team's Consumer Muse. The video was leveraged during a Seasonal Planning Kick-Off Meeting with all categories. It was my role to conceived the vision, write the brief, hire the team, advise on the creative direction, and produce the video with help from a video and sound editor. This video was leveraged across the brand organization as a best practice during seasonal planning meetings and served as a north star for the brand.
