Nike x Dick's

Creating virtual spaces for Gen-Z Facebook Group
Admins to build an online global community.
The space, titled Digital Locals became a skill sharing
group in itself where young admins would go to learn
and grow their own communities and interests online.
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WHEN:Apr - May 2022        ROLE: Art Director            PLACE: Laundry Service
BEN CADWELL
ART DIRECTOR
LOS ANGELES, CA
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TEAM UP.
SCORE MORE.

The two monolith brands of Nike and Dick's Sporting Goods teamed up to unlock a new form of savings and experiences for families at home.
We were in charge of coming up with a collaborative look and feel & social spots that put the kids and parents at the forefront of the conversation between saving more and getting more.
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With each scenario we tried to create relevant, comedic shorts that showed how a kid's sports interest can lead to a dedicated parents pocket savings.
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GOING VIRAL
With one of the spots, we keyed on music as the way to capture out audience. We unknowingly chose a song that took on a double meaning that made the spots go viral.
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Yeat an uprising star in the 21st century fluid genre of rap & roll has become an icon to the next generation with his muddy & druggy flows.

With the main line of the spots talking about the "perks" of the collaboration in companies. The song choice lended its ear to a specific audience that caught the double meaning and applauded the selection.

The corresponding internet press gathered itself over 1.8 Million Views & 200K Likes.

With the individual videos garnering over 8 million views in total.

THE TEAM

Creative Director:       Dan Rozier
ACD:                                 Chad Murdock
Copywriter:                   Ynessa Rhodes
Art Director:                  Ben Cadwell
Designer:                        Katrina Lee
                                           Gray Kent
Director:                         Harrison Boyce
Account Lead:             Dani Roberts
                                           
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