Handling a multi-city rollout for a global leader demands a balance of high-level pre-production and continued focus into post-production. Wearing every hat allowed me to maintain a singular, unbroken vision from the first outreach email to the final color grade.
Pre-Production & Strategy: Mapping out the soul of each city. I handled the outreach and talent scouting to find faces that embodied the local aesthetic of each market. The strategy wasn't about "one size fits all"; it was about tailoring the Nike brand to the specific values of the streets in Chicago versus the energy of L.A. Art Direction & Production: Managing the "many hats" on set. I served as the Art Director to guard the vibe, the Producer to manage the logistics of a multi-state shoot, and the primary creative force behind the camera. Visual Documentation: Executing both high-speed videography and editorial photography simultaneously. The goal was to create a cohesive asset library that felt like a single, continuous conversation across all four cities. Post-Production & Editing: Taking the raw footage into the edit suite to find the "Future Gold." I handled the narrative pacing, sound design, and color grading to ensure the final deliverables were as sharp as the original vision.
This campaign was a testament to the "One-Stop Shop" philosophy. By managing the entire lifecycle of the project, from planning to delivery, I was able to cut through the corporate noise and deliver work that felt visceral and true.
Nike represents the pinnacle of performance, and this project was my opportunity to meet that standard with my own brand of creative endurance. I left these four cities with a hard drive full of excellence and a reinforced belief that the best work happens when the creator is invested in every single frame.
Next projects.
(2016-25©)
