Nike Teens: Fleur
For the launch of Nike Teens, Nike introduced us to absolute superstar, Fleur. We worked with the teen dancer to create a film that felt totally her - full of the styles she loves, the moves she makes, and the feelings that hit her from time to time as she navigates the absolute storm of being a teen.
Nike made this the hero film for the launch of Nike Teens.com in Europe, and a page hero for Nike Women's in the US.
The Process
From ideating to editing, we saw this project from start to finish.
My initial role was getting to know Fleur via interviews, then concepting the film and creating the moodboards and shotlists.
Once the content had been shot over in NY, we refined Fleur’s script (taking voice recordings from her interviews, to ensure complete authenticity) and chose footage that felt true to what she was saying.
The final step was working with Fleur to write supporting article content for Nike Teens.com. The aim of it all was to make fun, supportive content for teens to help them find their style and give them an easy intro to dancing.
Role: Lead Creative (Conceptual Copywriting + Art Direction)