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Little Troop created a campaign rulebook that detailed visual and copy guidelines for the campaign rollout — including graphic tagline treatments to reflect the compact, tight, “like a hug”' key offering of the bras and leggings product. Visual expression guidelines, logo lock-ups, typography, color, graphic elements and photographic treatments were also covered.
Rather than using models, our approach to casting was to bring in real women who would each bring their own story around how Nike’s sportbras and tights fit into their lifestyle — adding a level of depth and relatability to the campaign. Imperfect, confident and unapologetic, our casting selects aimed to represent a diverse set of identities — from chefs and photographers, to creative directors and youth workers.
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“Juicy” close crops of product were paired with our pulled-out lifestyle assets — with a focus on material, fit and feel to bring customers closer to the real thing.
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Bringing in real quotes from our talent, the campaign rolled out globally across nike.com, highlighting how each product support level fit into their everyday lives.
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We shot in everyday locations like the corner grocery store, and styled with everyday outfits — creating a backdrop for our casting and product that gave our audience cues they would relate to.
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Creative Direction: Little Troop
Nike Team: Christoper Gray, Kim Luis, Chloe Dahlborg, Nicole Williams, Salina Clark.
Stylist: Herin Choi. Hair: Kelsey Morgan, Rachel Hopkins. Make-Up: Stevie Huynh. Props: Rosie Turnbull.
Production: Deb Rosen, Liebling
