@NikeLA Social Play
We were briefed to develop a Social Media Creative Strategy for the Nike LA Instagram account. The need was to increase engagement of Angelenos. Specifically, BIPOC communities and Gen Z. Creating relatable and insightful content, and coming up with an actionable framework for content creation that informed future creative teams involved.
Approach: Create a group of themed franchises answering to specific LA insights. Each franchise would have its own Playbook informing the “how to’s” around casting, tone, and in some cases, visual identity and logo usage.
My role as a CD was to develop the strategy, visual tone, and an overall Toolkit for content execution. We were then commissioned to create some of this content to give this framework a start.
We created content for 4 different stories within this franchise. Including photography and audiovisual content. We aimed to produce thumb-stopper content while telling the stories of inspiring athletes redefining Sports and writing new paradigms. We needed to make sure we were also redefining the way these sports were captured.
Redefine Sport
Marley R.
Jasmine Perry.
Hike Clerb
Not only did the experimental nature of this content got some of the highest engagement in the Channel (i.e. Marley´s motion clip with 57k views), but it was also another win for diversity and true representation of Angelenos changing the game.
Agency: Industry
Client: Nike LA
Creative Direction and Strategy: Fernanda Arreguin
Photographers: Ciara Zoe, Mazhar Badhani, Tracy Nguyen
Film Director: Brian Smith, JTfilmzz, Anton Du Preez