Nike - Women’s World Cup
For the 2023 Women’s World Cup, I worked as a strategist on the What the Football campaign.
The campaign consisted of 7 athlete films and an anthem (featuring 11 athletes). With the campaign we wanted to highlight the talent of each player, instead of their struggles. In each athlete spotlight we hero’d them to make them become household names.
What I did
Research
Interviewed super fans, watched hours of player footage, read articles explaining players play styles and careers, and stalked players social media pages.
Creative Brief
Wrote creative briefs for players, marrying their play styles with their personalities. For example, with Sophia Smith we took her signature smile and flipped it to be as fearsome as she is on the pitch.
More
Worked with clients and brand managers to get positionings approved. Assisted creatives with inspiration as scripts were iterated on.
Athlete films
Sophia Smith
Megan Rapinoe
Debinha
Alex Morgan
Ada Hegerberg
Sam Kerr
Wang Shuang