Project Overview:

The Nike Play New campaign marked a shift in Nike’s storytelling- moving away from the traditional “overcoming all odds” narrative to embrace a more inclusive message: trying something new is always a win, no matter the outcome. The campaign redefined what it means to be an athlete, celebrating the freedom to move, experiment, and even fail without losing your value or identity.

We contributed to three key stories within this campaign:

• For A’ja Wilson’s piece, the creative approach focused on showing her within the court in a new light- designing a set that amplified her voice and celebrated her girly, playful, and unnapologetic side, offering a fresh window into her true persona.

• Michelle Carter was captured at home, where she shared her personal passions and everyday life, while also being showcased in her element as one of the world’s top shot put athletes-offering a full picture of who she is beyond the sport.

• Cool Ant’s story highlighted his mission to inspire the people of Baltimore to get outside and run. The visuals followed him through his own streets, connecting with his community and showing the powerful impact of movement at any level.

The Nike Play New campaign was a celebration of trying, moving, and showing up- regardless of skill or outcome- and each story contributed to expanding the definition of who gets to be called an athlete.

Scope of Work:

• Concept Development: Collaborated on creative concepts and visual approches that highlighted each subject’s unique personality and community impact, aligning with Nike’s refreshed message of inclusivity and movement for all.

• Photography: Captured a blend of authentic lifestyle moments and expressive portraits across studio, home, and community settings to support the campaign’s focus on individuality and self-expression.