All Day Play
This project was a refresh of Nike's bra and tights creative. Continuing the repositioning cemented from the previous Bra Guide leading with everyday sport for all, we shot on location in bustling New York City.
A core strategic idea was showing bras and tights as a paired system rather than separate categories. That thinking extended into the digital experience through linked landing pages for each, designed so consumers could move fluidly between the two, and shop the pairing while providing equal education.
Role
Art Direction
Design Direction
Concept
The campaign followed real routines: grocery runs, dog walks, chasing toddlers, skate sessions. We cast real athletes instead of models, each bringing a personal story of how Nike's sports bras and tights fit into their day-to-day. Imperfect, confident, and unapologetic, the cast represented a wide set of identities and professions: chefs, photographers, creative directors, youth workers.
To close the loop between concept and product, tight, "juicy" close-crops focused on material, fit, and feel were paired with the pulled-back lifestyle imagery, bringing customers as close to the real thing as a screen allows.
Experience
Little Troop developed a campaign rulebook that set the visual and copy standards for the rollout, including graphic tagline treatments that expressed the product's core promise: compact, tight, "like a hug" support. It also codified the wider identity system: logo lock-ups, typography, color, graphic elements, and photographic treatment.
Beyond the shoot itself, Little Troop shaped the campaign's graphic identity, copywriting, and overarching storytelling approach, building a voice helped the consumer find the right fit, fast. Real quotes from the shoot carried into the campaign as it rolled out globally across nike.com, email, and social media, tying each support level back to the everyday moments it was built for.
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