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TikTok | NIKE


#PLAYNEW / 2021
From NIKE


NIKE was onboarded onto TikTok via a series of episodic journeys that follow TikTok creators as they try something new, sharing their funny and imperfect experiences with audiences. Joining Nike’s “Break It Down” content series featuring creators teaching their signature moves, to encourage youth to have fun and get moving.

      
  

The Idea: A 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.

                         


The Idea: A 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.

#PlayNew Journeys celebrates the imperfection of the journey in the hardest place to show weakness: sport.
By making imperfection acceptable in sport, we empower everyone everywhere to try fearlessly.

And we change the future for all.







Credits:
Client(s): TikTok for NIKE
Creative Lead: Chris Eyerman
 Lead Designer: DAVID MAXWELL
Lead Strategists: Subin Kim, Alyce Shu, DAVID MAXWELL, Nechama Muchnik


Mark
DAVID MAXWELL STUDIO ©
MULTI-MEDIA CREATIVE

Select Work — 2021
TikTok x NIKE - “Play New”
    Onboarding NIKE onto TikTok, to discover sport in a new way (Read More)

TikTok Support Black Businesses
    → A program by TikTok to ensure that the story told reflects the continued fight that small, Black-owned businesses continuously face for representation and equity (Read More)

TikTok x Apple - “CODA”
    7 Billion views for TikTok & Apple’s movement within the deaf community. (Ask For More Information)
TikTok x BurtsBee’s - “Truly Glowing”
    9+ BILLION views for TikTok & Burt’s Bees messaging around self-love and glowing from within. (Read More)

Rosedale Center x David Maxwell Spring 2021 Campaign    The FIRST EVER large retail center NFT release (Read More)

Select Work — 2020
TikTok x Clorox x Billy Porter
11+ BILLION views for TikTok spring cleaning strategy (Read More)
Mezcal El Silencio x Bands In Town x Twitch - LIMBO
#1 Watched fashion show & music stream in Los Angeles (Read More)

Portfolio (Select Work) 
Design
+ Branding + Strategy //Production //Product + Apparel //
Photography // Select Overview
Music
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Inf
o & Contact 
  1. Creative and Multi-media Artist Based in Los Angeles. CV available per request. (Read More)   
Mark