WELCOME! Here’s a snippet of my work!
This project details an integrated campaign for Nike built around the challenging core concept: “DARE TO SUCK.” The campaign’s rationale is to change the narrative around failure, positioning mistakes (like slipping, missing, or falling) as crucial, necessary steps for athletic development and success. We executed this concept across various media, using sport-specific slogans like “DARE TO MISS.” and “DARE TO FALL.” in striking visuals for climbing, tennis, and skateboarding. The campaign successfully linked this motivational philosophy to Nike’s practical offerings through strategic co-branding with Netflix and the Nike Training Club (NTC), driving engagement across digital, print, and OOH placements.
