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PROOF OF EFFORT
MY ROLE: Creative Collaborator / Concept & Art Direction
Hidden in the Effort: The Sweat Reward
I conceptualized a unique "sweat-activated" apparel element
to gamify the session. Participants were given what appeared
to be plain white T-shirts for their run; as they pushed their limits,
the moisture revealed a hidden message: "YOU DID IT!"
accompanied by a unique discount code.
This transformed a physiological reaction into a physical proof
of achievement and a direct incentive to purchase.
Leading the Pack: The Guided Trial
We designed a dedicated Nike activation hub where runners could put the latest footwear to the test. The experience featured professional-led guided runs, allowing participants to experience the shoes' performance in real-world conditions. This structured environment ensured that every runner felt the product's benefits while being fully immersed in the Nike running community.
NIKE RUNNING
NIKE
Working as a creative collaborator with my agency, we developed a high-impact campaign for Nike Running that successfully reached the project shortlist.
Our goal was to create a seamless connection between the brand’s performance DNA
and a memorable consumer experience, rewarding the physical effort of every runner.
Working as a creative collaborator with my agency, we developed a high-impact campaign for Nike Running
that successfully reached the project shortlist.
Our goal was to create a seamless connection between the brand’s performance DNA and a memorable consumer experience, rewarding the physical effort
of every runner.
NIKE
MUTE YOUR
HUNGER
Leading the Pack: The Guided Trial
People tend to overbuy on an empty stomach, leading
to massive food waste. This project for Lidl provides a free snack at the store entrance to "mute" hunger before it starts, helping shoppers make wiser, more conscious choices.
PROOF
OF EFFORT
Hidden in the Effort: The Sweat Reward
I conceptualized a unique "sweat-activated" apparel element to gamify the session. Participants were given what appeared to be plain white T-shirts for their run; as they pushed their limits, the moisture revealed a hidden message on the chest: "YOU DID IT!" accompanied by
a unique discount code. This transformed a physiological reaction into a physical proof of achievement and
a direct incentive to purchase.
MY Role: Creative Collaborator / Concept & Art Direction