Girls are dropping out of sport at 2x the rate of boys by age 14.
Self-doubt, puberty, and other fears often get in the way of their goals. As Lead Writer on this campaign for Nike Girls, I uncovered the story within each episode of this series on what happens when girls combat their self-doubts and say, “You Got This.”
Disclaimer: Beware, the song for this campaign is catchy and will get stuck in your head.
Skills: Strategy, Tonality Development, Copywriting, Scriptwriting, Social Media, Concepting, Copyediting
Trailer
Episode 1
Episode 2
Episode 3
Episode 4
Episode 5
Project: Nike Girls
Senior Creative Director, Nike Global Studio Lead / Rafa Paes
Global Senior Creative Director / Gui Mortensen
Narrative Director, Global Brand Creative / Amanda Lee
Art Director, Global Brand Creative / Heather Burrell
Sr. Writer, Global Brand Narrative / Sydney Bonner
Sr. Writer, Global Brand Narrative / Tess Jones
Producer, Global Brand Creative Production / April Beck
Creative Studio Manager, Kenan Smith
Production Coordinator, Global Brand Creative / Jess Wolf
Directors / Daniel Levitt, Miranda May
Global Brand Marketing Manager / Jasmine Rose Alvstad
Sr. Director Brand Marketing / Martina Zavagno
Vice President Kids Brand Management, Global / Stephanie Ankrah
Director, Nike Consumer Direct Marketing / Joeye Lee
Senior Manager, Global Consumer Direct Marketing / Nader Makki
CDM Social Activation Manager, Philippe Tabet
Global Social Director, Sport Dimensions / Will Lemay
Agency: OK COOL
Media Coverage:
Creative Brief — NIKE PARTNERS WITH DOVE TO TACKLE SELF ESTEEM CRISIS IN GIRLS SPORT
CNBC — NIKE’S APPROACH TO SOLVING THE BIGGEST PROBLEM FOR GIRLS IN SPORT