BELIEVE (NIKE 2018 WORLD CUP) 
Beyond the boots and the battles on the pitch, my second World Cup camapign with Nike spent with telling stories & inspiring young footballers around the world to play with belief. Working as a consultant directly with Nike in support of agencies like AKQA, Wieden+Kennedy, and Conscious Minds, I was an authority on messaging and ensured that every piece of content that went live hit the high standard demanded by the swoosh.

The “Believe” campaign was designed to connect emotionally with the next generation of footballers across the globe, impressing on them that their hero’s games are based on more than physical and technical attributes – with the right drive, mindset and mental resilience, any challenge, obstacle or situation can be conquered.

The campaign unearthed and celebrated the self-belief that lies within a handful of the world’s best players: Neymar Jr, Cristiano Ronaldo, Kylian Mbappé, Eden Hazard, Kevin De Bruyne and Harry Kane. In-depth interviews with each player revealed deep and unique insights as the springboard for their individual story. These were brought to life via an array of film, animation and photography that played out on Instagram, across athlete and Nike channels – hours before each player took to the pitch across the month of the tournament.

PROJECT OVERVIEW

Client: Nike

Date: July 2017- September 2018

Services: Creative Direction, Copywriting, Brand Strategy, Identity Development

https://www.akqa.com/work/nike/believe/

https://vimeo.com/271494226