NIKE PLAYLIST
The first TikTok content platform and series (10 seasons and counting!) for Nike Kids.
Kids don’t think sports is fun anymore. So Nike Kids asked R/GA to find a way to engage children in being more active. Our small creative team at R/GA SF along with R/GA Portland developed a new content platform called Nike PLAYlist—a series of videos for kids, by kids.
Role: Worked on the concept and content development (the project was launched after I left R/GA due to layoffs)
Team: Kevin Koller (CD), Scott Steele (sr. CW), Brian Vandeputte (sr. AD), Ben Muckensturm (jr. AD)
The content was broken down into several series—like Sports Lab where kids create/reinvent sports. Or #TheReplay (when pro players ask children to emulate their famous moves) that lives on TikTok and got 14 billion views.
Seeing #TheReplay come to life was especially exciting. I had the notion of this challenge back when I worked as a sports journalist. And then… it became a reality on TikTok.
One of the latest videos featuring #TheReplay. Created by Conscious Minds.