Event Art Direction
Building a strong community.
What if your power could change the world? This was the question that lead the multi platform campaign we developed for the Nike EMEA 2019 seasonal activation with AW LAB. The objective was to promote AW LAB to its young community of girls as a platform for sharing values, and bringing cultural change through integration, diversity and equality.
As first step, we teamed up with six international ambassadors that would be the leaders of the project. We directed every step of the campaign from the photoshoot, to the social media content and retail execution. The creativity came to life with pop color combinations and an overall genuine and vibrant attitude to represent the girls’ personalities without any filter.
Creating an interactive web experience.
We designed an interactive digital platform where the community members could support and inspire each other by sharing their unique power. The website features an original podcast series of four episodes where the guests would share their stories to inspire the community.
Coming together looking into the future.
A special workshop for the community to come together in real life to celebrate, share ideas and inspire each other. It took place at BASE Milan,with a full day of talks, activities and live music.
The campaign had a big spread during the time of activation. Thanks to the digital campaign and event the social media reach increased of +4,9M, while the media reach increased of +7,4M.