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project description:
This video is part of Nike GC’s SU25 618 campaign—one of the biggest commercial moments in the Chinese market.
Starting with this year’s 618, Nike shifted its online commercial strategy from focusing on heavy discounts to highlighting product appeal and storytelling in order to capture consumer attention.
To introduce a newly launched selection of vintage-inspired graphic tees that draws from Nike’s archive from the 1980s and 1990s, we collaborated with Vintageguru, a respected local vintage collector. Together, we explored the graphics, fabrics, and craftsmanship behind each piece, positioning the collection as a must-have for vintage enthusiasts.
role description:
As Associate Creative Director, I led the content mapping of 12 videos for Nike GC’s SU25 618 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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