During World Cup ‘23, Nike wanted to show the next generation what is possible and accelerate the future of sport on and off the pitch.
We captured the attention of young people by putting them in the spotlight. We featured young athletes, led by young women, forging their relationship with sport and celebrating their victories unabashedly and without fear.
Our inspiration started with a chant.
Before they ever stepped foot on this pitch for this World Cup, The Matilda’s – Australia’s Women’s National Football Team – had already won. Blazing the trail, achieving pay parity, and rallying the belief of a nation, they know better than anyone that victory is about more than a medal or a trophy. Their win song was the perfect way to pass the baton to the young people of Australia and became the track to our spot.
The Tillies didn’t take home the cup but they changed the game and rallied their country like no sports team has in Aussie history.
PRESS
Roast Brief
Eyecannndy
Statistically, kids don’t play like they used to. After the age of 15, 70% of kids in Gen Alpha drop from sports because of an expectation tied to “athlete.” It was our mission to remove this pressure and redefine what it means to play.
Sports Lab is an original series that inspires young kids to get up and move, to color outside the lines, to experiment with what’s possible, and write their own rules in a whole new world of sport.
It’s here we push the potential of play.
2021 was the opportunity for Nike to showcase their support of BIPOC women and their contributions to society, not just for one season, but consistently.
We launched an ongoing YouTube series that inspires, connects, and serves Gen Z black women athletes through a mentorship mindset; cultivated with black women athletes, influencers, and voices of change.
Come Thru is a unique alchemy of perspectives that is inspiring & accessible. This series is a first for our viewers. A series that is specifically for them, addressing the real issues that not only directly impact them but reflect what they truly care about.
We hand-pick our talent based on their goals, their interests, and the unique voices that they bring to the conversation. Each episode includes a Community Catalyst, Elite Athlete, Gen Z Maker, and our host will bring us in for a real and personal conversation.
In Come Thru we are not only creating new spaces to empower young women but helping change the trajectory of their careers.
We’re creating a unique way to reach them on a daily – through thought-provoking real conversations, equipping them with tools and resources so they can go out into the world empowered to fulfill their unique destinies.
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Nike Playlist’s mission is to convert screen time to play time. In its 11th season, Playlist holds strong in letting kids reclaim the fun side of sports by owning the conversation and expressing themselves through play and activity. Playlist is content on kid’s terms.
As Nike’s most-watched show on YouTube, our mission is to inspire a new generation of kids to find joy in movement and sport. We work to build up kid’s self-esteem when levels typically drop in pre-teen years, especially in girls.
Two days before the Superbowl, our Amazon clients hit us up with a prospect: they had 6 hours with J. Balvin on the following Saturday in Miami and would we want to shoot something with him. The response: hell yes.
We pulled together concepts, locations, budgets, staffing, production partners in a matter of days. The following Friday we were on a plane to Miami to make it happen.
We spent the afternoon in the famed Sweat Records with Balvin. We talked about the release of his new album, Colores and his musical inspiration and picking up some brand spotlights complete with a bit of Alexa flirtation.
The Weedmaps Museum of Weed took visitors through the storied history of cannabis by moving through the many varied locations and time periods where it has typically -or stereotypically- been consumed. Here, we celebrate the victories and shed light on the most damning moments throughout the last century.
Press & Awards
One of Adweek’s Best Cannabis Campaigns of 2019.
Campaign of the Year by ADCANN
Shortlisted by The One Show in Spatial Design and Experiential & Immersive categories.
Winner of two Bronze Cannabis Clios, for Social Good and the Advocacy.
FastCo said we were a marketing hit.
Rolling Stone broke down wtf a Weed Museum is anyway.
The Hollywood Reporter reported on Hollywood.
Thrillest had some nice things to say.
LA Weekly gave the low-down.
and CNN Business.
In its search to redefine performance, Nike Running had become too serious, too technical, and had lost a bit of the soul that inspired so many to run in the first place. CM was asked to create a community around running again, and we came back to Nike with a platform idea.
Runners Helping Runners is a group with a simple mission — whether it’s five blocks or five miles, we’ll help you find your reason to run and help you get better.
Since it’s conception, RHR has sprouted into productions globally, and shown how every sort of runner is there to help another.
To celebrate the launch of Her Majesty’s latest Nike collection from the Serena Williams Design Crew, we created a social media playbook fit for the Queen and gave thoughtfully selected fans and Nike diehards their proverbial flowers with curated seeding kits fit for the royal court.
Following the lead the SWDC was founded on, we go beyond the piece to give audiences the inside scoop behind the versatility, perspective, and motivations for both the collection and designers who brought it to life. All the while giving followers a first look into the latest SWDC drop.
Through seeding kits, we invited audiences to take a peek into her life through her closet, not only did we reveal the latest SP22 collection. We reminded Serena’s fans + followers of the SWDC program’s origin story - a purpose-first approach to product.
Serena and SWDC make the next generation aware of their own potential by bringing them into her world. From gowns to gear, we know Serena to be immaculately dressed. But behind every good garment, there’s an even better story.
2023 was the year of the Women’s World Cup and Nike FC wanted to shine a spotlight on all their Football athletes. The campaign, which went live during the Women’s World Cup, featured Bunny Shaw (Jamaica), Hayley Raso (Australia), and Risa Shimizu (Japan) doing what they do best on and off the pitch.
Sephora has the goal of creating a space where diversity is celebrated and self-expression is honored.
“We Belong to Something Beautiful,” is a campaign celebrating all make up users with its basic premise: There is no singular expression of beauty.
The campaign highlights eleven well-known personalities that celebrate the theme of diversity and belonging for all Canadians. Sephora believes that beauty is living your truth. We hoped to inspire Canadians to do just that while honoring and celebrating the difference among us.
The campaign saw a 25% lift in impressions across digital, TVC, OOH, cinemas and publishing partners.
As JD Sports looked to make its mark with US-based, female, Gen Z audiences, we collaborated with their partner, Nike, to spread the word that JD Sports was opening its doors in North America and would become the new destination for the latest from Nike Women.
We aimed to reach Gen Z on their level through authentic, creator-led content that spoke directly to them, on their favorite platform – TikTok.
Going beyond user-generated content, we then launched creators onto an even bigger stage, creating a fully integrated journey across consumer touchpoints – from digital activations on brand social and JD Sport online to in-store.
Despite being a giant in the UK, JD Sports is a new face to young audiences in the States.
To get Gen Z on board we knew we had to deliver on their want for connection and meaning in a world that’s rapidly changing and doesn’t always make them feel welcome.
Our strategy resulted in a turning point for CM and how we work with creators. We designed an innovative, always-on content engine that has revolutionized the way we work with creators and brands.
We prioritized building an evergreen program designed to adapt to the brand’s needs every season, by giving our creators the reigns to tell stories their way – with our unique sound, product and #NikeNeedItNow serving as the common thread that tied everything together.
We shined a light on creators of color, who are often deprioritized by the TikTok algorithm and overlooked for brand partnerships.
And changed the game.
We built a roster of authentic storytellers and music makers to reach our audience through their unique takes on style, wellness, and self-expression, thereby broadening the spectrum of what sport and style content looks like – fueled by the power of Nike
RESULTS
88 VIDEOS
57 CREATORS
100M+ VIEWS
2.6M+ LIKES
1M+ VISITS TO JDSPORTS.COM
11% ENGAGEMENT RATE
This editorial series lives on the @nike handle on Instagram. Its goal through these incredible image sets is to expand the handle’s 170 million followers globally idea of sport and what an athlete looks like.
The Climbing Cholitas
The Cholitas Escaladoras are a group of Indigenous Aymara women who are challenging the stereotypes about the term “cholita.” Many of them were cooks and guides for tourists who came to climb their local mountain… until one day, they decided to tackle the mountain themselves. In January 2019 they summited the 22,000ft peak of Mt. Aconagua. Next up for the squad: summiting Everest, of course. This incredible series was captured by Todd Anthony.
¡Viva!
¡Viva! is a dance troupe from Madrid. Founded and directed by Manuel Liñán, this group of seven LGBTQI+ dancers perform the traditionally female flamenco roles in full drag. With vibrant enthusiasm and skill, they’ve taken on centuries-old traditions.. and people around the world can’t get enough.
Tarkwa Surf Club
Outside of Lagos City, a tight-knit community of locals picked up broken, forgotten boards left by tourists and taught themselves to surf. This community now spends 5-6 hours training to represent Nigeria as it’s first surf team.While this community may not have much, they cherish their connection to ocean and their undying love for the sport. Catch them at the 2024 Olympics. Captured by Oli-Hillyer Riley
More stories to come in 2021!
Virtue partnered with Activision/Blizzard on a new global esports league around the new Call of Duty Modern Warfare, that launched in January 2020.
Over a 7 month engagement, Virtue created and launched the branding for the league, original branding for 6 of the 12 teams as well as the marketing strategy and campaign to lead up to launch.
This league is unlike any esports league that has come before it. Using a city-based structure, the league is building fandoms across North America and Europe. 12 professional teams, 11 cities, one championship title. The next chapter of Call of Duty esports is here.
Press
Business Insider breaks down the league.
The Verge ponders if CDL can compete with traditional sports leagues.
Latinx is not another label.
It is a movement towards an inclusive vision of the complexity of this community’s identity. An identity that is inherently American, no longer defined solely by language, and encompasses gender, racial, ethnic and indigenous expressions that defy stereotypes.
Latinx are the 200%
They are catalysts of culture that are not assimilating but rather influencing the mainstream. They want to see their contributions to America recognized and the complexity of their identity celebrated. A new Latinx audience that will not cower in the face of adversity or wallow in self-doubt. They don’t see walls—they see a blank canvas on which to amplify their voice. They don’t see borders—they see a fusion of cultures that makes us better. They know where they came from and have a passion for pushing the culture forward... Pa’lante!
Tapiz is a creative expression that launched the new Pa’Lante! brand for HBOMax that illustrates that 200%. Brought to life by 4 incredibly Latin X animators; Daniel Moreno, Katty Huertas, Carolina Lopez Carominas, and D’ana Nunes (COVL); Tapiz expresses the beauty and vastness that makes up the LatinX community.
We partnered with HBOMax to create more than a hub. Pa'lante! is a multi-platform initiative to drive awareness to the culturally relevant programming across Warner Media aimed to reach Latinx audiences where they are and however they identify.
We created the brand’s visual identity, complete with the full brand guidelines and launch campaign.
Made with a collective of creators and explorers, this Fall/Winter campaign embodies the triumph to look in, push forward, and to break through to find greatness. Brought to life through a series of short films and moving visuals, Live In The Open is a portrait bound in self-expression and resilience and a call for each of us to find our true north. For when we live bravely, we find greatness in ourselves and others.
We created a campaign with three stories that visually stimulate the power of breaking free into the open while conveying the performance attributes of Canada Goose product. We wanted to create a campaign that spoke to the feeling of isolation and emergence that we’ve collectively gone through this year as a society without feeling like another COVID campaign.
Check out more from this shoot in the Art of Film profiles we created around our director Lisette Donkersloot, and two of our protagonists, Aldo and Suzette.
Select reinvented edibles with a new line of Nano Gummies that are absorbed directly into our bloodstream.
TLDR; Select Nano is all the buzz without the fuzz.
Competitors only talk about the advanced technology and timing of nano, not how it makes you feel. But that’s not how people speak about their favorite highs. It’s all emotion and experience.
Out of this observation came A New Kind of High. A campaign that immediately connects with consumers by describing the feelings you want to feel with your high.
The magic in this approach is the flexibility and adaptability this gives to Select to create state and market specific content to connect with consumers.
When the COVID-19 pandemic began, suffice to say that everything changed. lululemon, despite facing the same issues as all brands, was eager and willing to readjust. With the world in a constant state of flux, lululemon came to us with this quandary: with the current health epidemic, people across the world need to maintain their mental, physical and emotional wellbeing. We know yoga is a powerful tool to support these practices, especially during uncertain times. Knowing this, how can we engage our audiences and inspire them to take action for their mental health during these unprecedented times?
This concept came out of an exercise we have at Virtue called 9to5. In short, the agency gets briefed by a client at 9 am, we concept all day then pitch back ideas at 5pm. It’s a whirlwind of a day and a really fun creative exercise. Out of about a dozen concepts we brought back surfaced Yoga Show and Share; a UGC campaign that celebrated real people and their real practice.
With people far away from their yoga studios, frustrated that their yoga mats don't fit in their rooms, and a little lost without their favorite instructors, we knew we'd have to approach notions of what yoga "is" differently—so we took the tack of untangling preconceived ideas of what yoga is or ought to be. YogaShow&Share leveraged four lululemon Global Ambassadors—and a rallying CTA video—to help reassure the world that yoga could be on the mat, off the mat, in a pool, under stars, or on the train and that no matter how you practice, a little yoga goes a long way.
The beauty of Pa’lante! is that it means something different to everyone. Pa'Mí (for me), it might be one thing. Pa'Ti, it might be another. To us, it means that no matter who you are, you're home when you're with us.
To launch Pa’lante! and tell the world about it, we created short-form video executions that invite HBO Max Pa’lante! talent to share their personal articulations of what “Pa'lante!" means to them. Used across social channels, individual's articulations of “Pa’lante!" will give us beautiful insight into meanings and motivations of some of our favorite entertainers and excite and inform audiences of the coming Hub.
Shot entirely with drop kits during the pandemic, this project was a true illustration of teamwork and problem solving to make something that spoke to our audiences.
Amazon Music approached us with a unique ask—how do we bring Twitch viewers and streamers into the Amazon Music universe? We responded with about a dozen never-been-done before show concepts which they loved. We were greenlit to make 3 episodes of a pilot, Versus.
A love-child between Amazon Music and Twitch, Versus is a new kind of live entertainment that brings the best in music and gaming together onto one screen.
Due to production restraints that were brought on by the pandemic, Canada Goose was forced to cancel its upcoming Summer 20 Campaign and rethink its social and retail programs.
In Residence became an international artist residency program that supports emerging artists by giving them a space and platform to create. In year one, we teamed up with six artists in six cities across the globe — New York, London, Paris, Singapore, Milan and Montréal — and created a series of immersive window installations and behind-the-scenes social content around each residency.
Outside of creating a new annual retail program for Canada Goose, In Residence helped to establish a relationship with the creative community, and created meaningful content during a global pandemic. Over the course of two months, we created 6 window installations, 7 Instagram carousel posts, 3 artist spotlight videos, 15 product assets, and 1 blog post — which led to over 60K organic social impressions and international acclaim.
ELLE
Fashion Network
Strategy Online
Full program overview and all 6 artists on Canada Goose’s Beyond Blog
OPI came to our team wanting to create a relevant update to their legacy brand for a new generation. One part strategy, one part brand book, this project became a fascinating and beautiful study in the self care routines of young women in America today.
Take a look through a taste of what we uncovered for the brand or dive into the full brand book here.
Due to the shifting digital landscape that was brought on by the pandemic, Canada Goose was forced to pause and rethink its forthcoming product-centered social content, and pivot towards content that was responsive and reflective of the changing social landscape.
This content series is a manifestation of Canada Goose’s commitment to the film industry. Through the series, we learn that excelling in a filmic craft is only one manifestation of life in the open—one part of the whole. Going outside in the cold or the heat in the rain is going out into the open, but living in the open is an even more comprehensive way of being—one that we hope to impart on our viewers through the eyes of our subjects.
We’ve established this series’ ability to come to life in two ways. The first as high end BTS captured on production when possible. The second comes to life through the subjects filming themselves answering a series of questions around their craft.
Canada Goose is a staple on film sets around the world and known as the unofficial jacket of film crews anywhere it’s cold. It’s a relationship that was built out of necessity: film crews needed gear that would keep them warm during long shoots and in cold climates and chose Canada Goose for unparalleled functionality and warmth. Along with outfitting crews, Canada Goose has a commitment to supporting underrepresented voices in film. This year at TIFF, they announced the Amplify Voices Award that does just that.
We needed to create a trailer to launch this award that felt at home with the other trailers proceeding the festival’s films. Made entirely with still image, this piece is a testament that creativity and production can thrive in COVID times.
A common misconception is that Walmart buys everything from China. Their $250 billion investment in US goods tells another story. We created a campaign that shows America Walmart is keeping jobs and businesses on our soil.
We transformed Austin’s iconic WEWORK space into a plant-based innovation hub to bring SXSW the latest and greatest in protein and energy. Guests were able to stop in and power down (while powering up) to fuel the rest of their SXSW experience.
It Can Wait 2017 was our opportunity to challenge culture and save lives, by shaking drivers out of their bad habits so that they’ll use phones responsibly when behind-the-wheel. Unlike previous years’ integrated programs, we partnered up with Facebook and BBDO to experiment with different insights that all ladder up to an overarching strategy. The results are still rolling in but, we know that millions of people are engaging with the content like never before. This will give us a clear roadmap and plan for getting people to think twice and put down their phone while driving.
