DESCRIPTION
Amid TikTok's surge in popularity, NIKE sought to bring its expansive brand to the platform in an engaging manner, expanding upon its "Play New" campaign centered on everyday individuals rather than athletic icons. The campaign's core narrative shifted focus from winning and triumph to embracing failure.
EXECUTION
Role: Strategist, Art Director, Designer
Amid TikTok's surge in popularity, NIKE sought to bring its expansive brand to the platform in an engaging manner, expanding upon its "Play New" campaign centered on everyday individuals rather than athletic icons. The campaign's core narrative shifted focus from winning and triumph to embracing failure.
EXECUTION
Role: Strategist, Art Director, Designer
- TikTok Hashtag Challenge
STRATEGY
We facilitated NIKE's presence on TikTok by crafting a sequence of episodic narratives. These journeys tracked TikTok creators as they ventured into new experiences, sharing their humorous and imperfect moments with audiences. Collaborating within Nike’s content series, our creators imparted their distinctive moves, aiming to inspire youthful engagement, fun, and physical activity.
The viral campaign connected universe of episodic journeys that follow creators and Nike athletes who commit themselves to try something new — and change themselves in the process.
Unfolding on TikTok on a global scale. Reaching not just the FYP, but every FYP.
MANIFESTO
So, join us in celebrating the flops. The #fails. The ones that went over the fence or through the window or who-knows-where. Here’s to the banged-up knees and dented dignity.
Because you know what? No matter how many times you fall down, you’re still coming out on top. Trying new things is always a win. That’s how you Play New.
- NIKE
PRESS
EXTENDED TEAM
︎︎︎Chris Eyerman
︎︎︎Subin Kim
︎︎︎Alyce Shu
We facilitated NIKE's presence on TikTok by crafting a sequence of episodic narratives. These journeys tracked TikTok creators as they ventured into new experiences, sharing their humorous and imperfect moments with audiences. Collaborating within Nike’s content series, our creators imparted their distinctive moves, aiming to inspire youthful engagement, fun, and physical activity.
The viral campaign connected universe of episodic journeys that follow creators and Nike athletes who commit themselves to try something new — and change themselves in the process.
Unfolding on TikTok on a global scale. Reaching not just the FYP, but every FYP.
MANIFESTO
So, join us in celebrating the flops. The #fails. The ones that went over the fence or through the window or who-knows-where. Here’s to the banged-up knees and dented dignity.
Because you know what? No matter how many times you fall down, you’re still coming out on top. Trying new things is always a win. That’s how you Play New.
- NIKE
PRESS
- Marketing Week
- New York Post
EXTENDED TEAM
︎︎︎Chris Eyerman
︎︎︎Subin Kim
︎︎︎Alyce Shu