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project description:
This video is part of Nike GC‘s SP24 CNY campaign—the most culturally significant moments of the year in the Chinese market.
To introduce the CNY colorway of the G.T. Cut 3, we drew a playful connection between the “Year of Sneak” theme and shifty handle skills on the basketball court. We collaborated with Chen Chang—a basketball trainer and viral social media figure—to break down the movement patterns and spotlight how the shoe supports quick cuts and stop-and-go traction.
role description:
As Associate Creative Director, I led the content mapping of 10 videos for Nike GC’s SP24 CNY campaign. I worked closely with multiple departments on the client side to ensure each video aligned with the brand’s narrative tone and visual language.
My responsibilities included overseeing script development, casting direction, styling direction, graphic and set design, and director’s treatment.
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