Nike’s 50th Anniversary
One part of this gig I really enjoy is getting to work work directly with all the talented writers at other agencies when working on large, multi-layered projects. For Nike’s 50th Anniversary, I worked with writers at Instrument, through multiple rounds of review, to help craft copy that aligned with our overall brand strategy celebrating Nike’s big 5-0.
I felt like I was in a position to encourage risk-taking, to loosen up the copy so that it can sing, while honoring Nike’s storied past and looking forward to what’s right around the corner for the brand. I love Nike history, and I can get pretty nostalgic about it, so I had fun mining Nike DNA for nuggets about Joan Benoit, the Waffle One, and the AM97.
Creative Director: Mark Aver
Narrative Director: Dan Rookwood
Agency: Instrument