throughout summer 2021, I was contracted to creative produce the global launch of @nikeyoga on instagram, via day one agency. collaborating with strategists, copywriters, and designers, we defined the look of and mission behind 4 main content series that would appear on the channel at launch: off the mat, creating space, posing questions, and yoga tested (centered around nike's infinalon fabric).

Nike Yoga Instagram launch page screenshots.

i created shot lists and style guides for our editors, who were not photographers, to shoot their yoga practice and day-to-day life remotely - usually utilizing methods to shoot with self-timer or on smartphones - creative directing them along the way to ensure that not only our goals would be met with their photos and videos, but also that their voices would shine through, in the form of quotes and storytelling. our team then post-produced the content in collaboration with nike's yoga team to get it social-ready.

we also coordinated the launch of a musical, meditative album, 'sound & flow,' on international yoga day. vocalized by kilo kish and available to stream on spotify and apple music, our album launch was popularized by tiktok stars and nike trainers, which we handled outreach and coordination with. notable contributors across social platforms include paralympic athlete katie walker, activist deja foxx, nike trainer rebeckah price, yoga master jonah kest and model deon hinton.

Paralympic athlete Katie Walker posing for a Nike Yoga commercial campaign.
Using Format