Nike Cities: Legacy Project

︎︎︎SP 2021 c/o Instrument | ︎Art Direction, Content Curation, Strategy, Post-Production, Editorial & App Design

Nike’s NYC, LA, & CHI City teams wanted to build a sustainable and scaleable platform within the brand’s digital ecosystem — prioritizing authentic, human-centered stories of Black & LatinaX women, and non-binary folx who are transforming their local communities while inspiring the next generation of BIPOC changemakers.

Watch the Sizzle ︎︎︎

Nike LA’s Legacy Project highlights the life and work of eight Black Angeleno women transforming their Los Angeles communities through basketball, fashion, dance, running, and literacy.

The Launch:
Play Academy with Naomi Osaka

We partnered with Naomi Osaka’s PANO to empower young girls through sport. The anthem film was launched on @nikelosangeles Instagram and

Part I:
Meet the LA Community Leaders

From dotcom, Nike LA’s Instagram, integrated media, to Nike App editorial — we’ve designed and produced weekly content telling stories about our local leaders with the clever use of found footage
and in-studio interviews.

Watch the full episodes ︎︎︎

Part II: 
Self-care Becomes Community Care

To promote Nike’s wellness program on NTC (Nike Training Club) with Nike Trainer Traci Copeland, we refreshed the campaign across mediums to feature profiles of our LA Community leaders on how they build their own wellness routines.

Amplified Gen-Z women’s voices by celebrating modern-day Kartinis in this People Like Me initiative.
︎ FILM, brand campaign, pr event ❋ ROLE: creative lead

Capture the hearts of music fans in a fun & strawberrily Japanese way.
︎ stunt, ACTIVATION, ooh ❋ ROLE: creative lead

Netflix ID

Inspired by Pasar Malam (Night Market), casted look-alikes to celebrate Netflix ID’s biggest stars in this beloved musical for the EOY celebration.
︎ FILM, social ❋ ROLE: ACD

Championing BIPOC change makers who are transforming their local communities.

Home workouts, COVID-era filmmaking, getting people moving while stuck inside.
︎ (Zoom)Filmmaking,Editorial, Directing ❋ ROLE: Assoc. content director

Award-winning ‘about’ page.
(Feat. Vibrant Colors & Gen-Z Vibes)
︎ Art direction, visual identity design ❋ ROLE: Assoc. content director

Turned voice memos into a 16-ep animated series,
hyping up indie artists worldwide!
︎ Animation, Brand storytelling ❋ ROLE: co-creator / ACD

First ever digitally sourced panel series featuring original Creators, fueling sneaker releases via chatbot.

Salam Kenal!

︎  ︎

@2024 George widodo
Singapore, Singapore