Maternity

As one of the biggest launches of 2020, and definitely one of the most groundbreaking, the Maternity campaign aimed to elevate mothers as the world’s toughest endurance athletes and challenge existing misconceptions of motherhood and athletecism. Through this work we managed to celebrate women and engage an almost untouched target group within sportswear.

Coming into the project after a few months, I quickly got involved in the creative development of the hero anthem and photoshoots. I was responsible for crafting copy, leading the narrative development for the Nike (M) franchise on social media, and working with paid media to launch the story, as well as managing deliverables and adaptations.

Responsibilities

  • Involved in creative development and concept for anthem film

  • Leading the narrative approach for Nike (M) franchise

  • Crafting copy for @Nikewomen and paid social media

  • Working on remote photo shoots and film set

  • Researching athletes and conducting interviews for Nike (M) franchise

  • Managing paid media assets with media team and Mindshare

  • Managing deliverables, adaptations and translations

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H&M LIFE WITH BABY

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H&M INNOVATION STORY