Nike Pegasus 40 Launch.
Crafting a narrative for content on the Nike App in Singapore, Malaysia, Thailand & India.
The ask was to create a clear content narrative for the Pegasus Spotlight Series on the Nike App. The series will be live across the territory so it was important to keep it relevant across different markets.
Pegasus Loyalists have been using the shoe for years and there’s a story to tell about the places and routes they’ve been through. Nike wanted to tell these stories - past, present, or future - to celebrate the shoe and the community of Peg lovers, and where it’s taken and will take them.
I crafted two strong narratives to put in front of the clients and sold one in the first round.
Client x Agency
Nike x RAPP
Year
March 2023
In your Pegs.
MANIFESTO
Your run route is personal. Special, in a way that’s only known to you. Defining who you are as a runner.
It’s an emblem of your purpose. A reminder of what fuels your every run, every stride, every second shaved.
Through stumbles, over cracked pavements, soaring to new heights, your “Why” kept you going.
We all have a different finish line. A different journey. A different purpose.
This is you. In your Pegs.
We created a playbook that was sent to a group of runners, which included a set of questions for them to answer. Based on their responses, I wrote a series of articles for the Nike App and social media posts.
The Peg Shop BKK
The clients loved our work on the Pegasus 40 launch and added a copy-only job, which I took on. The task was to craft headline options for The Peg Shop BKK storefront. The purpose of this line was to quickly convey the function of the space. My goal was to make the line feel warm, inviting, and evoke a sense of community.
credits
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Joe Tee
EXECUTIVE CREATIVE DIRECTOR
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Hazwani Izam
SENIOR DESIGNER
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Sharmain Lim
ART DIRECTOR
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Shane Carroll
SENIOR COPYWRITER
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Novelyn Teoh
PROJECT/ACCOUNT