Campaign, Art Direction, Seeding Kit, Retail Concept Design
Swoosh 1
Creative Direction, Social Campaign (AV & Stills), Design, Seeding Kit, Retail Concept Design
Creative Partners: Emily Lemmer (lead), Lauren Slater
Project Manager: Julie
External partners: Upper (retouching), Pixel Pool (Retail Renders)
"Swoosh1" is a fun kids project celebrating The Nike Swoosh 1’s and its innovation—fit, flex & feel; helping young kids and their little feet move beyond first steps and into a lifetime love of movement and possibilities. With a creative concept designed to celebrate the emotion Empowering Adults (EAs) experience as their kid learns to walk, we leveraged the power of real-life scenarios and dramatized voices to tell our story.
This is a 365 global campaign that tells the stories of real kids as they take their first steps, explore an indoor playroom, and explore an outdoor playground. Witnessed and narrated from the Empowering Adult’s POV, each piece of content features a different yet relatable Voice-over (Sportscaster/analyst, nature documentation, and news anchor), providing unexpected and engaging dramatization. As a subtle red thread (Flyknit, of course) and a cheeky nod to the product, we’ll weave it all together with “Channel 1”.
Our three AVs are:
AV#1: Owning First Steps (Sportscaster)—narrated by Charles Barkley
AV#2: Early Walker Summit (News Anchor)—narrated by Jeannette Reyes
AV#3: Exploring the Playground (Nature Documentary)—narrated by voice actor Nick Ellsworth.
Retail:
I was lead on the retail design concept, collaborating with an external agency to transform ideas into detailed renders. Inspired by children’s building blocks, the design tackles the challenge of adapting to different retail sizes by utilizing versatile cubes re-skinned to complement the Swoosh 1 two colorways, offering flexible stacking options. Additionally, we innovatively incorporated the shoe's TPU sole into a rug to provide customers with a tactile glimpse of the shoe's comfort and innovation, crucial for early walkers whose experience cannot be fully understood by adults trying them on.
