How to Nike By You
This one was SO fun. After developing the messaging strategy in the new Nike By You VC as a member-gated service, I also got to apply it in a few different ways. We created a new page on dot com for Nike By You with the goal of making customization feel less intimidating. In order to reframe the service as creative and playful, not just an extra step to get the colorway you want, we created a page that reframes the service as a sort of no-pressure, odd-ball, all-designs-are-good sort of vibe.
The short videos offer real customization tips from actual Nike designers. I interviewed the designers, and wrote the scripts to efficiently fit into tight 30 second videos by pinpointing the simplest version of the tip from each designer. Each video can be helpful, while maintaining Nike By You’s new TOV.
Creative Director: Mark Aver
Design: Michael Spojaric, Caue Olivera