During World Cup ‘23, Nike wanted to show the next generation what is possible and accelerate the future of sport on and off the pitch.
We captured the attention of young people by putting them in the spotlight. We featured young athletes, led by young women, forging their relationship with sport and celebrating their victories unabashedly and without fear.
Our inspiration started with a chant.
Before they ever stepped foot on this pitch for this World Cup, The Matilda’s – Australia’s Women’s National Football Team – had already won. Blazing the trail, achieving pay parity, and rallying the belief of a nation, they know better than anyone that victory is about more than a medal or a trophy. Their win song was the perfect way to pass the baton to the young people of Australia and became the track to our spot.
The Tillies didn’t take home the cup but they changed the game and rallied their country like no sports team has in Aussie history.
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Roast Brief
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Virtue partnered with Activision/Blizzard on a new global esports league around the new Call of Duty Modern Warfare, that launched in January 2020.
Over a 7 month engagement, Virtue created and launched the branding for the league, original branding for 6 of the 12 teams as well as the marketing strategy and campaign to lead up to launch.
This league is unlike any esports league that has come before it. Using a city-based structure, the league is building fandoms across North America and Europe. 12 professional teams, 11 cities, one championship title. The next chapter of Call of Duty esports is here.
Press
Business Insider breaks down the league.
The Verge ponders if CDL can compete with traditional sports leagues.
Sephora has the goal of creating a space where diversity is celebrated and self-expression is honored.
“We Belong to Something Beautiful,” is a campaign celebrating all make up users with its basic premise: There is no singular expression of beauty.
The campaign highlights eleven well-known personalities that celebrate the theme of diversity and belonging for all Canadians. Sephora believes that beauty is living your truth. We hoped to inspire Canadians to do just that while honoring and celebrating the difference among us.
The campaign saw a 25% lift in impressions across digital, TVC, OOH, cinemas and publishing partners.
As JD Sports looked to make its mark with US-based, female, Gen Z audiences, we collaborated with their partner, Nike, to spread the word that JD Sports was opening its doors in North America and would become the new destination for the latest from Nike Women.
We aimed to reach Gen Z on their level through authentic, creator-led content that spoke directly to them, on their favorite platform – TikTok.
Going beyond user-generated content, we then launched creators onto an even bigger stage, creating a fully integrated journey across consumer touchpoints – from digital activations on brand social and JD Sport online to in-store.
Despite being a giant in the UK, JD Sports is a new face to young audiences in the States.
To get Gen Z on board we knew we had to deliver on their want for connection and meaning in a world that’s rapidly changing and doesn’t always make them feel welcome.
Our strategy resulted in a turning point for CM and how we work with creators. We designed an innovative, always-on content engine that has revolutionized the way we work with creators and brands.
We prioritized building an evergreen program designed to adapt to the brand’s needs every season, by giving our creators the reigns to tell stories their way – with our unique sound, product and #NikeNeedItNow serving as the common thread that tied everything together.
We shined a light on creators of color, who are often deprioritized by the TikTok algorithm and overlooked for brand partnerships.
And changed the game.
We built a roster of authentic storytellers and music makers to reach our audience through their unique takes on style, wellness, and self-expression, thereby broadening the spectrum of what sport and style content looks like – fueled by the power of Nike
RESULTS
88 VIDEOS
57 CREATORS
100M+ VIEWS
2.6M+ LIKES
1M+ VISITS TO JDSPORTS.COM
11% ENGAGEMENT RATE
Made with a collective of creators and explorers, this Fall/Winter campaign embodies the triumph to look in, push forward, and to break through to find greatness. Brought to life through a series of short films and moving visuals, Live In The Open is a portrait bound in self-expression and resilience and a call for each of us to find our true north. For when we live bravely, we find greatness in ourselves and others.
We created a campaign with three stories that visually stimulate the power of breaking free into the open while conveying the performance attributes of Canada Goose product. We wanted to create a campaign that spoke to the feeling of isolation and emergence that we’ve collectively gone through this year as a society without feeling like another COVID campaign.
Check out more from this shoot in the Art of Film profiles we created around our director Lisette Donkersloot, and two of our protagonists, Aldo and Suzette.
2023 was the year of the Women’s World Cup and Nike FC wanted to shine a spotlight on all their Football athletes. The campaign, which went live during the Women’s World Cup, featured Bunny Shaw (Jamaica), Hayley Raso (Australia), and Risa Shimizu (Japan) doing what they do best on and off the pitch.
When Walmart announced a $2.7 billion investment into their associates, we created an animated campaign to tell some of those associate’s stories. The result? An unprecedented rise in favorability for the brand. As it turns out, just telling the truth can make believers out of anyone.
