art direction/ concept
In Spring 2013, the Nike Training Clube app debuted a new workout with tennis star Serena Williams. Serena’s Core Power workout features some of her favourite core-strengthening moves that have helped her stay at the top of women’s tennis for more than a decade.
My task was to create a social campaign to drive app downloads and also advertise the SP13 Nike products.
The campaign started with a video teaser followed by a motivational video featuring Serena working out and behind the scenes from the app shoot.
To advertise the products we created the first online shop on Pinterest. We "pinned" Serena and created a board with products laying down next to her. Every pin was driving the user to its specific page on the Nike online store.
Together with the concept, I worked as an art director, responsible for the set design, all the social assets and the updates of the app following its design standards.
Photographers: Tom Allen / Zach Lewis