Influencer Event

Nike

Nike was launching their biggest running shoe of the year, but budgets were tight. So how do you impress New York’s press and tastemakers on a shoestring?

There’s a formula to press previews: cool venue + fun displays + catering. But rather than run jaded editors through another rinse & repeat press event, we opted to run them through the streets of NYC, using the city itself to tell the shoe's story. From branded graffiti to a massage parlor takeover, hidden moments brought the gritty world of We Fly (the overarching campaign) to life.

It all started with a takeover of Nom Wah, Chinatown's oldest tea parlor.

We gifted shoes to guests in bamboo boxes on dim sum carts.

Then we warmed up in the alleys before taking to the streets.

There were 3 running routes, with easter eggs waiting around every corner.

‍

No items found.

To talk tech, we turned Nike's diagrams into a reflexology chart + used a massage parlor as our visual aid.

For the campaign reel, we transformed the streets into our screening room with an LED screen truck.

Then ended it all with a stunning rooftop cooldown, putting people high above the city as another nod to the We Fly NYC campaign.

No items found.

Role: Lead Creative

Nike

Fast shoes, fast project.

We executed the whole thing in 6 weeks.