Chase Your Fast
Our team faced two challenges in marketing the Mercurial Dream Speed 3 cleats. The first: how to humanize the face of the line, Cristiano Ronaldo, a footballer known for his machine-like work ethic, but not his warmth. The second: how to pull off any production at all in the midst of a global pandemic. To address these I wrote a script that tapped into Ronaldo’s ambitions as a young footballer in the form of a letter to his past self. It required only a voiceover from the quarantined star and some animation to create a flashback dream world. It got placed on Ronaldo’s Instagram, and got the cleats in front of his 614 million followers.
True Flight. True Love.
Breakthroughs in ball technology are rare, so when Nike brought something brand new to the pitch with the Nike Flight Ball they wanted to make the science understandable to a broad audience. I wrote a script that broke down the how and the why in simple terms, then interviewed the head of Global Football Equipment to bring it to life in an authentic voice. The result was an AV piece that could be used for everything from news outlet briefings to IG stories, explaining just what was going on with that round thing at the center of the world’s game.
Dear Julia
To help give the Nike Flight Ball emotional impact our team facilitated a series of letters from pro footballers to young athletes who look up to them. For this edition, I helped co-write a letter from Cristiano Ronaldo to Julia, an avid Brazilian footballer who models her game after his. The love for football on both sides is real, but it’s her unscripted response that makes the piece work.