Gear Up ‘22 Campaign
Every year, Nike and Dick’s Sporting Goods team up to launch an annual “Back to School” campaign to get student athletes excited about the return of fall sports. With COVID school closures finally coming to an end, the 2022 return to school sports was more important than ever before—it was also a return to friends, in-person experiences, and a degree of normalcy.
I helped develop three creative concept pitches, one of which was chosen as the campaign over pitches from 3+ other agencies. The concept, “Belong to the Game”, focused on the team vibes and togetherness of high school sports. Given the context of COVID and all the seriousness of the past two years, our strategy was to focus the campaign on fun over performance.
After the concept was selected, we had only a month and half to produce the finished spots. The team really hustled to shoot concept and cut assets, and we ended up with 12 individual spots with different audiences in mind depending on sport and gender.
I wrote social copy for each video and helped develop the campaign tagline that captured the feeling of the original pitch, “Part of the Game.”