Keeping T-Toe at the Cultural Forefront
To spotlight the adidas T-Toe product in a way that felt earned—not engineered—we designed a multi-pronged content approach rooted in cultural fluency.
We blended unconventional media and organic moments with strategic paid placements, tapping niche influencers, event photographers, and fashion-forward talent to naturally integrate T-Toe into the cultural conversation.
From in-line interviews outside the party to post-event content circulating through attendees’ own feeds, we ensured T-Toe was present without ever being forced—just authentically part of the vibe.
This global editorial series on Nike’s Instagram brings the brand’s mission—If you have a body, you are an athlete—to life. With stunning visuals and authentic storytelling, the series challenges conventional ideas of sport, spotlighting communities that embody movement, passion, and perseverance in their own way. It invites Nike’s 170M+ followers to see athleticism through a broader, more inclusive lens.
The Climbing Cholitas
The Cholitas Escaladoras—Indigenous Aymara women in Bolivia—redefined their roles from mountain guides and cooks to world-class climbers. In 2019, they summited the 22,000-ft Mt. Aconcagua in traditional dress, proving that determination—not definition—makes an athlete. Next stop: Everest. Captured by Todd Anthony.
¡Viva!
Flipping the script on gender in sport, ¡Viva! is a Madrid-based flamenco troupe of LGBTQI+ dancers performing female roles in full drag. Under the direction of Manuel Liñán, they bring bold expression and athletic discipline to a centuries-old tradition—earning global acclaim and shifting cultural boundaries with every step.
Tarkwa Surf Club
On the shores outside Lagos, Nigeria, a tight-knit community turned abandoned tourist boards into tools of transformation. Training for hours each day, they’ve built Nigeria’s first national surf team from the ground up. Their love for the ocean and commitment to the sport defines them as athletes—no question. Captured by Oli Hillyer-Riley.
Nike Playlist’s mission is to convert screen time to play time. In its 11th season, Playlist holds strong in letting kids reclaim the fun side of sports by owning the conversation and expressing themselves through play and activity. Playlist is content on kid’s terms.
As Nike’s most-watched show on YouTube, our mission is to inspire a new generation of kids to find joy in movement and sport. We work to build up kid’s self-esteem when levels typically drop in pre-teen years, especially in girls.
Two days before the Superbowl, our Amazon clients hit us up with a prospect: they had 6 hours with J. Balvin on the following Saturday in Miami and would we want to shoot something with him. The response: hell yes.
We pulled together concepts, locations, budgets, staffing, production partners in a matter of days. The following Friday we were on a plane to Miami to make it happen.
We spent the afternoon in the famed Sweat Records with Balvin. We talked about the release of his new album, Colores and his musical inspiration and picking up some brand spotlights complete with a bit of Alexa flirtation.
To celebrate the launch of Her Majesty’s latest Nike collection from the Serena Williams Design Crew, we created a social media playbook fit for the Queen and gave thoughtfully selected fans and Nike diehards their proverbial flowers with curated seeding kits fit for the royal court.
Following the lead the SWDC was founded on, we go beyond the piece to give audiences the inside scoop behind the versatility, perspective, and motivations for both the collection and designers who brought it to life. All the while giving followers a first look into the latest SWDC drop.
Through seeding kits, we invited audiences to take a peek into her life through her closet, not only did we reveal the latest SP22 collection. We reminded Serena’s fans + followers of the SWDC program’s origin story - a purpose-first approach to product.
Serena and SWDC make the next generation aware of their own potential by bringing them into her world. From gowns to gear, we know Serena to be immaculately dressed. But behind every good garment, there’s an even better story.
Statistically, kids don’t play like they used to. After the age of 15, 70% of kids in Gen Alpha drop from sports because of an expectation tied to “athlete.” It was our mission to remove this pressure and redefine what it means to play.
Sports Lab is an original series that inspires young kids to get up and move, to color outside the lines, to experiment with what’s possible, and write their own rules in a whole new world of sport.
It’s here we push the potential of play.
2021 was the opportunity for Nike to showcase their support of BIPOC women and their contributions to society, not just for one season, but consistently.
We launched an ongoing YouTube series that inspires, connects, and serves Gen Z black women athletes through a mentorship mindset; cultivated with black women athletes, influencers, and voices of change.
Come Thru is a unique alchemy of perspectives that is inspiring & accessible. This series is a first for our viewers. A series that is specifically for them, addressing the real issues that not only directly impact them but reflect what they truly care about.
We hand-pick our talent based on their goals, their interests, and the unique voices that they bring to the conversation. Each episode includes a Community Catalyst, Elite Athlete, Gen Z Maker, and our host will bring us in for a real and personal conversation.
In Come Thru we are not only creating new spaces to empower young women but helping change the trajectory of their careers.
We’re creating a unique way to reach them on a daily – through thought-provoking real conversations, equipping them with tools and resources so they can go out into the world empowered to fulfill their unique destinies.
Episode 1
Episode 2
Episode 3
Episode 4
Episode 5
Episode 6
Episode 7
In its search to redefine performance, Nike Running had become too serious, too technical, and had lost a bit of the soul that inspired so many to run in the first place. CM was asked to create a community around running again, and we came back to Nike with a platform idea.
Runners Helping Runners is a group with a simple mission — whether it’s five blocks or five miles, we’ll help you find your reason to run and help you get better.
Since it’s conception, RHR has sprouted into productions globally, and shown how every sort of runner is there to help another.
Amazon Music approached us with a unique ask—how do we bring Twitch viewers and streamers into the Amazon Music universe? We responded with about a dozen never-been-done before show concepts which they loved. We were greenlit to make 3 episodes of a pilot, Versus.
A love-child between Amazon Music and Twitch, Versus is a new kind of live entertainment that brings the best in music and gaming together onto one screen.
When the COVID-19 pandemic began, suffice to say that everything changed. lululemon, despite facing the same issues as all brands, was eager and willing to readjust. With the world in a constant state of flux, lululemon came to us with this quandary: with the current health epidemic, people across the world need to maintain their mental, physical and emotional wellbeing. We know yoga is a powerful tool to support these practices, especially during uncertain times. Knowing this, how can we engage our audiences and inspire them to take action for their mental health during these unprecedented times?
This concept came out of an exercise we have at Virtue called 9to5. In short, the agency gets briefed by a client at 9 am, we concept all day then pitch back ideas at 5pm. It’s a whirlwind of a day and a really fun creative exercise. Out of about a dozen concepts we brought back surfaced Yoga Show and Share; a UGC campaign that celebrated real people and their real practice.
With people far away from their yoga studios, frustrated that their yoga mats don't fit in their rooms, and a little lost without their favorite instructors, we knew we'd have to approach notions of what yoga "is" differently—so we took the tack of untangling preconceived ideas of what yoga is or ought to be. YogaShow&Share leveraged four lululemon Global Ambassadors—and a rallying CTA video—to help reassure the world that yoga could be on the mat, off the mat, in a pool, under stars, or on the train and that no matter how you practice, a little yoga goes a long way.
A new podcast featuring conversations with some of the most brilliant thought leaders, innovators and visionaries working today. From the granular elements of retail to macro explorations about the global economy. And everything in between.
Press
Due to production restraints that were brought on by the pandemic, Canada Goose was forced to cancel its upcoming Summer 20 Campaign and rethink its social and retail programs.
In Residence became an international artist residency program that supports emerging artists by giving them a space and platform to create. In year one, we teamed up with six artists in six cities across the globe — New York, London, Paris, Singapore, Milan and Montréal — and created a series of immersive window installations and behind-the-scenes social content around each residency.
Outside of creating a new annual retail program for Canada Goose, In Residence helped to establish a relationship with the creative community, and created meaningful content during a global pandemic. Over the course of two months, we created 6 window installations, 7 Instagram carousel posts, 3 artist spotlight videos, 15 product assets, and 1 blog post — which led to over 60K organic social impressions and international acclaim.
ELLE
Fashion Network
Strategy Online
Full program overview and all 6 artists on Canada Goose’s Beyond Blog
Due to the shifting digital landscape that was brought on by the pandemic, Canada Goose was forced to pause and rethink its forthcoming product-centered social content, and pivot towards content that was responsive and reflective of the changing social landscape.
This content series is a manifestation of Canada Goose’s commitment to the film industry. Through the series, we learn that excelling in a filmic craft is only one manifestation of life in the open—one part of the whole. Going outside in the cold or the heat in the rain is going out into the open, but living in the open is an even more comprehensive way of being—one that we hope to impart on our viewers through the eyes of our subjects.
We’ve established this series’ ability to come to life in two ways. The first as high end BTS captured on production when possible. The second comes to life through the subjects filming themselves answering a series of questions around their craft.
A common misconception is that Walmart buys everything from China. Their $250 billion investment in US goods tells another story. We created a campaign that shows America Walmart is keeping jobs and businesses on our soil.
Canada Goose is a staple on film sets around the world and known as the unofficial jacket of film crews anywhere it’s cold. It’s a relationship that was built out of necessity: film crews needed gear that would keep them warm during long shoots and in cold climates and chose Canada Goose for unparalleled functionality and warmth. Along with outfitting crews, Canada Goose has a commitment to supporting underrepresented voices in film. This year at TIFF, they announced the Amplify Voices Award that does just that.
We needed to create a trailer to launch this award that felt at home with the other trailers proceeding the festival’s films. Made entirely with still image, this piece is a testament that creativity and production can thrive in COVID times.
