Art direction, Direction and videography, Concept development, Edit and visual tone guidance, Collaboration with script, VO, and talent
During COVID, stress and anxiety spiked, but “self-care” messaging still largely spoke to women. The goal of this spec campaign was to reposition rest as strength for men, and make it feel believable in Nike’s performance world.
I built the concept around a simple reframe: self-care is a rest day. That language fits how athletes already think, so the message lands without feeling preachy.
The story follows a young athlete in the daily grind, work, training, pressure to stay productive, but we also see him taking care of his mind through breathing, yoga, and reading. Every creative choice supported the point: calmer pacing, softer moments, and visuals that feel grounded and real. The tagline, “Slow down so you can show up,” makes the message direct and memorable. The result is a piece that feels like Nike because it speaks in performance terms, but it expands what performance can look like.
