ClientYearServices
Nike2022
Creative Direction, Art Direction, Visual Design, Motion Design, Naming, Brand Development
For Black mothers-to-be (and their children) access to sport and wellness isn’t just self-care, it’s survival. Yet gaining that access is harder than ever. Nike Women came to Instrument with a singular mission—to serve mothers on the ultramarathon that is pregnancy. Together, we created a five episode series called Ultra Sound.
Guidelines
For the series, we grounded the Ultra Sound brand with a custom lockup and tonal color palette.
Filming and Photography
For this project, we did it all. It started with a mad dash: three days of shooting, five photographers, five different locations, and 11 different cast members, all within Covid restrictions.
Art Direction
The art direction for this photoshoot embraces a minimalist, emotive approach, capturing intimate, nuanced moments with a focus on human connection and subtle storytelling.
Episodes
Our centerpiece was five episodes of 10-12 minutes each. Beyond that, we created a rich assortment of content for the Nike app, and both paid and organic social to serve as drivers. The content promoted the conversation series as a whole, but also invited the audience to dive into individual episodes that featured a topic or personality that piqued their interest. Nike’s maternity-focused products, services and experiences were not the focus, but we did seamlessly connect them to the content at the appropriate moments.
Assets
In the end, this project wasn’t about selling product, gathering ‘likes’ or garnering press, it was about building trust, sharing information and giving voice to Black mothers. It was uncharted territory for Nike Women and has served as a foundation as they expand their community and tackle more diverse and challenging subject matter. The series prompted a significant increase in engagement (the ‘Maternity’ interest following grew from 67K to 156K in the Nike app) but equally important, we saw 1M+ impressions and a continued conversation unfold via the commenting.