Project Overview

The "On the Rise" campaign is a collaboration between Nike and City Gear that tells the story of Tyjae Spears’ journey from high school to the NFL. The campaign was built to highlight not just Tyjae’s rise as an athlete, but the community, family, and hometown roots that shaped his path.

Filmed in Ponchatoula, Louisiana, Tyjae’s hometown, the shoot captured him in familiar spaces-surrounded by family, engaging with his community, and revisiting the fields where his journey began. Additional scenes placed him back at Tulane University, where he continued to refine his craft and prepare for the next level.

Throughout the campaign, Tyjae’s own reflections anchor the narrative- emphasizing the importance of hard work, staying ready, and making the most of every opportunity. The visual approach balanced intimate moments with his community and high-energy training visuals, providing an honest look at what it means to be "on the rise."

This campaign served as a platform to celebrate Tyjae's growth, his roots, and his forward momentum—supported by Nike and City Gear as part of their commitment to amplifying emerging athletes and their stories.

Scope of Work:

• Concept & Development: Developed the narrative framework and visual approach to authentically capture Tyjae's journey, crafting storylines that connected his personal growth to his community and athletic milestones.

• Photography: Captured a balance of intimate, community-driven moments and dynamic training visuals, producing a comprehensive suite of imagery that highlighted both Tyjae’s roots and his athletic rise.

• Post: Managed image selection, retouching, and final asset delivery to ensure visual cohesion and readiness for Nike and City Gear’s multi-platform campaign rollout.