Nike · 03/15

Making the return to school feel like a return to movement.

A back-to-school campaign built on real moments from the lives of high school athletes.

Client: Nike
Year: 2025
Role: Creative direction · Campaign
Scope: Stills · Motion · Motion graphics · Sound design · Paid, social and owned

Getting back to school means getting back to what moves you.

The project

Capture real, unfiltered moments from the lives of high school athletes — featuring NIL athletes like Jerzy Robinson — across multiple sport categories, in content that can move fluidly between paid media, social and owned channels.

The challenge. Back-to-school work tends to be polished until it stops feeling true. For high school athletes, sport, identity and everyday life collide — and gloss erases exactly that.

Our approach. We stayed close to reality and let authenticity lead rather than polish. Stills and motion were captured with the same raw energy, then layered with motion graphics and sound design to amplify the emotion without overpowering it.