Strategy, Concept, and Art Direction
Strategy, Concept, and Art Direction

I was given the challenge to create distinction and give life to Nike Women’s 365 year-round Bra and Tight module. Knowing that most of our bra and tight pairings up to this point were primarily popular in head-to-toe black, it was a challenge to figure out a way to bring distinction and personality to the marketplace.

I came up with the strategy to give each of our pairings a more distinct personality. To not only give them a bit more human essence, but to also help differentiate what sport or activity they are best used for. This gave rise to names like “the funrunner”, “the wheel deal”, and “the show-stopper”, just to name a few.

From there - I knew I had to cast the right girls to bring this product to life. I used our strategy to find girls that had personalities and an expertise in sport that gave distinction to each of the all-black sets. Through really beautiful, and unique body movements, personality-based portraits, and a celebration of skin - I think we were able to succeed.

Our most controversial shot (model, Staz, featured with her natural armpit hair) caused quite the stir in the media. Nike got hate from all angles of the community…we were even featured on Fox news for posting this on our Instagram handles proudly. Opinions on women’s bodies aside - I’m so grateful that Nike stood behind this art direction, and proudly celebrated the uniqueness of women.

Shot by the incredible Jake Jones.

Styled by Rita Zebdi.

Strategy, Concept, and Art Direction
Strategy, Concept, and Art Direction

Shot by the incredible Jake Jones.

Styled by Rita Zebdi.

Strategy, Concept, and Art Direction
Strategy, Concept, and Art Direction

Shot by the incredible Jake Jones.

Styled by Rita Zebdi.

Strategy, Concept, and Art Direction
Strategy, Concept, and Art Direction

Shot by the incredible Jake Jones.

Styled by Rita Zebdi.

Strategy, Concept, and Art Direction
Strategy, Concept, and Art Direction

Shot by the incredible Jake Jones.

Styled by Rita Zebdi.

Strategy, Concept, and Art Direction
Strategy, Concept, and Art Direction

Shot by the incredible Jake Jones.

Styled by Rita Zebdi.

Strategy, Concept, and Art Direction
Strategy, Concept, and Art Direction

Shot by the incredible Jake Jones.

Styled by Rita Zebdi.

Strategy, Concept, and Art Direction
Strategy, Concept, and Art Direction

Shot by the incredible Jake Jones.

Styled by Rita Zebdi.

Strategy, Concept, and Art Direction
Strategy, Concept, and Art Direction
Strategy, Concept, and Art Direction
Strategy, Concept, and Art Direction
Strategy, Concept, and Art Direction
Strategy, Concept, and Art Direction
Strategy, Concept, and Art Direction
Strategy, Concept, and Art Direction
Strategy, Concept, and Art Direction

I was given the challenge to create distinction and give life to Nike Women’s 365 year-round Bra and Tight module. Knowing that most of our bra and tight pairings up to this point were primarily popular in head-to-toe black, it was a challenge to figure out a way to bring distinction and personality to the marketplace.

I came up with the strategy to give each of our pairings a more distinct personality. To not only give them a bit more human essence, but to also help differentiate what sport or activity they are best used for. This gave rise to names like “the funrunner”, “the wheel deal”, and “the show-stopper”, just to name a few.

From there - I knew I had to cast the right girls to bring this product to life. I used our strategy to find girls that had personalities and an expertise in sport that gave distinction to each of the all-black sets. Through really beautiful, and unique body movements, personality-based portraits, and a celebration of skin - I think we were able to succeed.

Our most controversial shot (model, Staz, featured with her natural armpit hair) caused quite the stir in the media. Nike got hate from all angles of the community…we were even featured on Fox news for posting this on our Instagram handles proudly. Opinions on women’s bodies aside - I’m so grateful that Nike stood behind this art direction, and proudly celebrated the uniqueness of women.

Shot by the incredible Jake Jones.

Styled by Rita Zebdi.

Strategy, Concept, and Art Direction

Shot by the incredible Jake Jones.

Styled by Rita Zebdi.

Strategy, Concept, and Art Direction

Shot by the incredible Jake Jones.

Styled by Rita Zebdi.

Strategy, Concept, and Art Direction

Shot by the incredible Jake Jones.

Styled by Rita Zebdi.

Strategy, Concept, and Art Direction

Shot by the incredible Jake Jones.

Styled by Rita Zebdi.

Strategy, Concept, and Art Direction

Shot by the incredible Jake Jones.

Styled by Rita Zebdi.

Strategy, Concept, and Art Direction

Shot by the incredible Jake Jones.

Styled by Rita Zebdi.

Strategy, Concept, and Art Direction

Shot by the incredible Jake Jones.

Styled by Rita Zebdi.

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