As part of a holistic strategic effort to represent women in a more authentic and diverse way, Nike Women approached us to direct and produce a photoshoot highlighting authentic and multifaceted women for their FA19 collection.
AUthenticity & DIversity
Roughly 3% of sports imagery features women, and most women don’t see themselves represented in those images. So we helped Nike Women evolve how the brand captures and represents an active lifestyle through a female gaze.
Storytelling Objectives:
Our goal is to further dimensionalize female athletes through images that give our audience a deeper view into their lives– stories and experiences across the major pillars of Nike Women life.
Inspired by Fenoms:
Fenoms are the women who are shaping youth culture through sport, creativity and passion. With their mix of talents, they have the power to change the world.
@NikeWomen is tonally and visually different from other Nike channels. It’s a space that feels more personal. An approachable, participatory two-way communication between us and her.
We capture stories through the female gaze, and draw her in with a dynamic display of motion and poise. We show women as part of the collective, as well as women being themselves. All displaying their powerful, diverse, authentic selves.
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