SUMMARY
NIKE "LET'S DO IT" MENTAL HEALTH CAMPAIGN PITCH
THE CHALLENGE
Pitch a campaign in 1-minute to Nike, promoting the benefits of exercise for mental health (specifically in Gen Z).
OUR SOLUTION
A two-part campaign including pop-up installations plus a traditional video marketing designed to get Gen Z off their devices and moving - together.
TIMELINE
Nov 2025 - Dec 2025
ROLE/S
Co-Lead Designer
Lead Researcher
DISCIPLINES
Creative Direction
Concept Development
Graphic Design
Video Editing
TOOLS
Procreate
Capcut
Procreate Dreams
CUSTOMER INSIGHTS
TO CREATE A CAMPAIGN RELEVANT TO OUR ASSIGNED AUDIENCE, I DID SOME RESEARCH.
From conducting interviews to reading through long scientific studies, I condensed the most pressing problem area we could address into three simple insights.
1
On average, Gen Z spends ~9 hours online everyday.
2
Excessive screen time is associated with higher levels of anxiety and depression.
2
Physical activity can offset ~40% of that association.
OUR CAMPAIGN
"LOG OFF. LACE UP. LET'S DO IT."
PART ONE
NIKE x THE OLYMPICS POP-UP INSTALLATIONS
To get people outside and active we wanted to transform everyday spaces to encourage physical activity. Especially with the Olympics coming up, we aim to specialize these installations to promote Olympic sports, hence the track, sports climbing, and cycling references.
PART TWO
"LET'S DO IT" VIDEO CAMPAIGN
The video campaign is designed to frame working out as less of a performance goal and more of a way to increase mental wellbeing. It connects to Gen Z’s feelings about digital overload, using the low pressure call to action “Let’s Do It” to emphasize the task of improving mental health through collective physical activity.
This was the part of the campaign I led. Although using generative AI video was part of the project criteria, I manually edited, filtered, and drew on top of it to create more of a "handmade" and relatable feeling.
