Nike Inc. Environmental Campaign

Art Direction / Branding / Creative Strategy / Editorial Direction / Photography

Creative Challenge

Nike wanted to catch the attention of some specific youth targets in Los Angeles, and engage with them in ways that would open their minds to the Nike brand outside of organized sports. First they needed to get a grasp on L.A.’s diverse multi-cultural market; then they wanted an outdoor street campaign that stretched well outside the brand’s comfort zone.

Creative Solution

Daryl and her creative team worked with Nike partners to help create a breakout summer in L.A. Her local insights paired with a truly street-level experiential marketing approach took the brand into new territories. They worked collaboratively to cast for and create a street marketing team to manage mobile events that featured a customized UPS-size delivery truck with built in DJ turntables, a skate ramp, and Nike merchandise.