Nike Member Stories
I learn so much about the power of good narrative from good designers. When I work with uber-talented designers like Allison Olson and Meirion Pritchard, I gain a more nuanced understanding of how copy can not just match the imagery, but deepen and enrich the story told by it.
One of the last projects I got to work on with both of them was an extension of the new Membership VC. Member Stores was a part of our push to show real Members, to turn the camera around and feature real people interacting with Nike in authentic ways. I appreciate, for example, that we’re focusing on elevating the ordinary (first ever runs, badly missed hook shots, etc), rather than isolating the iconic.
Member Stories was also my first opportunity to work closely with my narrative director, Sara Fantl, who developed the concept and interviewed and vetted many potential protagonists to be featured. With her lead, I developed four app threads and Instagram Stories that really showed off what we can do with Nike new Membership tone of voice when highlighting our Members.
Creative Director: Mark Aver
Narrative Director: Sara Fantl
Design Director: Allison Olson, Meirion Pritchard