NikeWomen: Tone of Voice 

This project was part of a broader aim to give women expressive control of their sport, skills and style through a more empowering tone of voice. I worked on the digital elements of several NikeWomen-led initiatives such as The Force is Female, The 1 Reimagined and the NikeWomen brand page on (seen below), taking a more aspirational approach to language with a focus on strength, individuality and authenticity.

Blazer Low Campaign: BLAZE YOUR TRAIL

Collaborating with the Nike London team, I created a new tagline and manifesto for the updated Blazer Low to be used across, the Nike App, retail and social. The concept blended two themes: the boldness of pursuing your dreams and the relentless spirit of the NikeWomen consumer. 

Back to School: CAN'T TEACH THIS

A creative digital campaign across Nike EMEA, targeting students returning to school and university. The overarching concept 'Can't Teach This' merged the worlds of school and sport through an irreverent, style-led attitude, rolled out across all digital channels. I pitched two concepts, and you'll find them both below.

Nike Membership Proposition: UNLOCK MORE

There was some confusion around the Nike Membership offering, so I worked with the Nike Membership team to create a more succinct, engaging and easily-digestible way to express all the exclusive benefits to consumers across and the Nike App.

Nike Berlin Shoot: The Autumn Collection

Six concepts for six colour stories for the Nike Autumn Collection, shot on set in Berlin. I worked on the overall shoot deck, collaborating with an Art Director, and travelled with the crew to ensure each concept was followed. The concepts focused on movement and the theatricality of each colour: from 'pink is power' to 'green machine'.


Supporting App content for the Nike Pro Hijab; the first-ever made for athletes. The concept spoke to smashing the stereotypes and proving you can own the game, no matter your gender, religion or race.

Summer Essentials: ALL SUMMER LONG

A three-phase digital campaign to promote the new summer essentials collection across, email, social channels and wholesaler accounts Zalando and JD Sports. Each phase was given a different concept linking summer and sport. 

Summer Heritage: SUMMER OF '18

Concept and copy for the Nike Summer Collection.

Shoe Naming: The Nike Flyknit Racer 'Little Red'

I created the name of a new running silhouette for Nike Sportswear, based on the concept of Little Red Riding Hood.


A whole month of Nike Air Max styles, promoted across all channels.

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