SLOW DOWN, SO YOU CAN SHOW UP

I developed and directed this Nike spec ad to challenge the stigma around men and self-care. The brief was to show rest as more than a pause; it’s a performance tool. By weaving practices like yoga and meditation into the athlete’s daily grind, I reframed recovery as a “rest day,” language Nike’s audience already lives by. The result was a campaign concept that ties wellness directly to endurance, reinforcing Nike’s core promise: better performance through smarter habits.

Role: Art Director, Director, Videographer

Script: Laura Jackson

Voiceover: Hervens Jean-Baptiste

Athlete: Brandon Williams