“Selected By” Franchise | App/website/email/paid social
Inherited a perfectly fine influencer series. Made it actually influential.
I produced five shoots, turning standard BTS content into conversations. Instead of just photographing micro-influencers with products, I interviewed them, pulled out real stories, and pushed the format to talk with people, not at them.
Added video because stills are lovely but humans move. Added comments because that's where the good stuff lives.
Result: A franchise that went from pretty pictures to actual engagement. Turns out people like being talked to like people.
Look of Play Campaign | App/website/email/paid social
Kids don't just wear clothes—they use them.
So we created "Kidvision": Velcro became rocket launchers. Hoodies became invisibility cloaks. Pants became whatever kids decided pants should be that day.
I built three stories from scratch—concepting, interviewing actual kids (chaos), pulling their wild quotes, writing copy that kept up with their energy. Real kids, real mess, real magic.
The campaign killed it. More importantly, it proved Nike Kids could tell stories, not just sell tiny shoes.
