We set out to engage and inspire female youth with style, making Nike Y2K products desirable through JD’s distinctive tone of voice. Our goal was to celebrate Nike and JD as the ultimate destinations for style inspiration, fueling her confidence and self-expression. We focused on the Y2K aesthetic and the Nike Women’s platform, targeting Gen Z with authenticity, substance, community, and connections.

Our concept, “Own the Moment,” captures the essence of each girl’s individual style and personality through a series of shots set in the streets of London, Flo’s city. Using dynamic camera angles, we aim to authentically immerse the viewer in her moment. The campaign emphasizes energy and vibe, ensuring that impeccable style details express her personality. We want our audience to feel empowered to own their moment.

We developed an integrated campaign across OOH, in-store, social, and digital platforms, featuring activation moments. Photographer Sophie Jones captures the Y2K essence with flash photography and dynamic angles. Motion pieces directed by Melody Berkerly employ old school transitions, crash zooms, and playful camera movements. Classic 2000s props and RnB-inspired styling complete the look, creating an authentic and empowering homage to the Y2K era.

Brand Strategy, Campaign Narrative, Retail Application, Campaign Rollout, Activation Ideation, Tone Of Voice, Global Toolkit, Still & AV Production, Sound Design