Creative direction + Copy

Take on TJ 

Even the world’s most elite athletes were once, at some point in their lives, second best. In order to be the best, they had to beat the best. For Nike’s annual Gear Up Day, we gave that rival a name: TJ.

Known universally as “That kid who always wins,” we created a large-scale digital campaign aimed at getting teenagers to focus their summer vacations on self-improvement, practice, and perfection. Their one goal? To take on TJ.

”Take on TJ” included an in-house manifesto video that reached four million views in 24 hours, an integration with the interactive chat bot KIK, sponsored content with Buzzfeed and Whistle Sports Media, a gallery of shareable memes for social media posts, Nike athlete participation, and a Times Square Billboard. Without a doubt, it was the most writing I’ve ever had to produce on a campaign.

This campaign is considered one of Nike’s most successful digital campaigns of all time. It was awarded Best in Show at the 2017 David Ogilvy Awards.