Brand storytelling through content and copywriting.
Content is queen. In any marketing campaign, it's both what you say and how you say it that counts. I write copy that converts, tells cool stories and connects with audiences. It's a solid mix of art, psychology and creativity.
I teamed up with Nike Sportswear to write content for Nike's annual month-long Air Max Day celebration. We clicked, and I stayed on for the better part of a year. One of the many brand stories we told was the Women's City Collection. Other Air Max stories included the Air Max Vote Back, an athlete-inspired Air Max collection and special visible-air sneakers designed by Tinker Hatfield, Mark Parker and fan-favorite Hiroshi Fujiwara. I wrote copy for these campaigns that appeared across the web, social media, the SNKRS launch calendar and email.
Classic art meets modern icons. Celebrating five of the world's most influential sneaker epicenters, the women's Spring 2016 City Collection nods to a piece of the architecture and design history of New York, Paris, Shanghai, London and Tokyo. Each design reimagines an iconic Air Max silhouette in a mix of patterns and colors with a unique dubre to represent an essential artistic period of each destination.
Calling to mind Paris' Art Nouveau movement--a decadent time and place for design--the Air Max 1 Ultra Paris represents a moment when lush fabrics, curves and intricate details ruled. Gold embroidered details set against a premium suede upper provide a rich update for a look inspired by the intricate architecture found within the city.
The Air Max Thea delivers an Art Deco-inspired design with a contrasting sunburst pattern replicating the vaulted triangular windows of the iconic Chrysler building in New York City. Rich suede pairs with a leather Swoosh in black tones synonymous with NYC.
Tokyo's Air Max Zero speaks to the elegance and simplicity of traditional Japanese style. A fused upper provides a textured backdrop to the wave-inspired stitching on the heel and toebox. A Nike logo on the heel nods to the asymmetrical yet balanced style emblematic of Japanese design.
Shanghai, a city known for striking a balance of honoring its traditional Chinese heritage while celebrating a modern aesthetic. This Air Max 90 Ultra features embroidered patterns on a suede upper, premium laces and an accented Air-Sole unit encased by a modern, cored-out outsole.
The Air Max BW Ultra is reimagined with a traditional tile pattern popular in Victorian-era London. Black embroidery bordering the silhouette marries a breathable Hyperfuse upper with a lightweight Ultra outsole.