NIKE Mental Health Campaign Pitch "Let's Do It" (2025)
Adobe Photoshop, Adobe Illustrator, Gen AI
My team and I were asked by Nike to provide a 1-minute compelling, dynamic, imaginative campaign concept that promotes, incentivizes and encourages the benefits of exercise and sports to 13-20-year-olds around Mental Health.
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Our Campaign: "Let's Do it"
Our suggested approach for Nike comes in two parts: a traditional video campaign, and pop-up installations. It encourages young adults as a part of Gen Z to unplug, appealing to their craving for community and novelty.
I directed visual design of campaign, designing “Let’s do it” word mark using Adobe Illustrator and Photoshop; leveraged procreate to hand draw digital assets and mock up Nike x LA Olympics art installations around LA; Designed pitch deck on Canva with custom digital assets
Part 1: Let's Do It Video Campaign
The video campaign is designed to frame working out as less of a performance goal and more of a way to increase mental wellbeing. It connects to Gen Z’s feelings about digital overload, using the low pressure call to action “Let’s Do It” to emphasize the task of improving mental health through collective physical activity.
Part 2 Nike x LA28 Olympics Installations
To get people outside and active we wanted to transform everyday spaces to encourage physical activity. Especially with the Olympics coming up, we can specialize these installations to promote Olympic sports, hence the track, sports climbing, and cycling references. We were inspired by Volkswagen’s Piano Stair Campaign: The Fun Theory, which gamified the experience of walking up the stairs by making each step play a note. By placing a playable piano staircase next to an escalator, commuters preferred to take the extra steps in exchange for more fun. With our Nike x LA28 Olympics Installations, we aim to do the same across destination spots around LA. Climb your friends on the Pink Wall during your shopping trip along Melrose Ave. Grab two friends and bike along the coast of Santa Monica, following the streaks of color. You could even have a race to your train on the Metro!
