NIKE - SERENA GREATEST ATHLETE
Designer | Creative Project Coordination
Key Contributions:
Design & Execution:
Created visuals that reinforced the campaign's core message, integrating bold typography with powerful imagery.
Creative Coordination:
Partnered with copywriters, strategists, and Nike stakeholders to align messaging across digital and out-of-home assets.
Workflow Support:
Assisted in managing timelines, coordinating asset delivery, and ensuring seamless execution across multiple teams.
Impact:
The campaign generated over 70 million impressions, becoming an integral part of New York City's cultural conversation and sparking broader discussions on gender and greatness in sports.
In collaboration with Nike and Wieden+Kennedy, I worked as a designer on the Serena Williams "Greatest Athlete" campaign, helping shape the visual storytelling and ensuring alignment across creative teams.
This project not only honored Serena's return to the Grand Slam stage but also challenged societal perceptions of greatness in sports.
The campaign centered on redefining athleticism beyond gender, focusing on achievement and excellence. By striking out the word "female" in "Greatest female athlete ever," the visual statement powerfully communicated that Serena's achievements transcend gender qualifications.
Working closely with the creative and production teams, we developed a cohesive visual language that extended across multiple platforms while maintaining the core message of unqualified athletic greatness.
Visual Strategy:
The campaign's bold visual approach used minimal color to maximize impact, with strategic typography highlighting the core message that greatness transcends gender.
Media Integration:
Campaign assets were carefully adapted across digital platforms, out-of-home installations, and social media to maintain consistent messaging while optimizing for each medium.
