P006 → Nike “My One Thing”
The Team at Conscious Minds was tasked with creating franchises that could live on @Nike. The “My One Thing” campaign (Instagram) spotlighted athletes who have transformed their passion into meaningful impact within their communities. I oversaw the post production for three (3) creative-driven “My One Thing” features, which collectively garnered over 6.5 million views on Nike’s main Instragram account.
Role: Senior Post Producer
Campaign: Nike “My One Thing”
Studio: Conscious Minds
Client: Nike (D2C)
Agency: Direct to Client (D2C)
Campaign: Nike “My One Thing”
Studio: Conscious Minds
Client: Nike (D2C)
Agency: Direct to Client (D2C)
Spot 01 highlighted Ingrid Silva a Brazilian prima ballerina with The Dance Theatre of Harlem, and her advocacy for equal representation in sports. Partnering with director Dayday, I assembled a post-production team that elevated the final product beyond the initial treatment, despite an accelerated timeline and limited budget. The result has resonated widely, earning over 3.2 million views.
Spot 02 focused on South African Olympic Gold Medalist Caster Semenya and her dedication to the Masai Athletics Club, an organization fostering opportunities for young runners. With a tight timeline landing during the holiday season and strict archival usage restrictions, I curated an editorial team that could navigate these challenges while still pushing the story forward. The final piece, shared on Nike’s main Instagram page, has since surpassed 2.1 million views.
Spot 03 centered on NBA star Kyrie Irving and his commitment to gender equality in sports. Due to COVID-19 restrictions, we had to rely on existing footage, challenging us to think creatively in editorial. By sourcing archival and family footage, we crafted a compelling story that remained authentic to Kyrie’s message. The spot reached more than 1.2 million views on Nike’s platform.