Nike - Nike Playlist Seasons 7-11
Nike Playlist S8E1, a Space Jam takeover with Lebron and the Tune Squad!
Nike Playlist was an Inspirational Branded Content Series from 2020-2022. To this day, it is still Nike’s most acclaimed content series.
MY ROLE: Nike Global Studio Manager & Production Coordinator. Facilitated remote and in-person production across multiple timezones. Managed internal creative team & external agency partners. Managed complex timelines and budgets with overlapping seasons. Ensured cross-functional team alignment across Creative, Brand, Digital, Media, Social, and Geo teams. Managed legal approvals. Owned contracts, budgets and PO’s. Assisted Brand Narrative Director with writing creative briefs, guiding creative development, writing and delivering narrative feedback and cowriting social and digital copy.
CREATION OF NIKE PLAYLIST: Nike Playlist was created to address the increasing rate at which kids were dropping out of sports due to the serious and structured nature of organized activities. At the onset of the COVID-19 pandemic in 2020, children were moving less than 30 minutes outdoors each day, compared to maximum-security inmates who received 2 hours of outdoor movement each day.
TASK: Rebrand and launch the existing Nike Playlist content series to inspire kids to get up and move again with Nike. Revamp our production and creative processes and strategies.
ACTION: Developed a new remote production model for collaborating with Nike athletes and influencers during the pandemic, across multiple timezones when capturing content multiple times within the same day. Revamped our production and creative processes - streamlining creative development, pre-pro, production, post-production and digital production into one cohesive workstream with clear review and approvals inclusive of VP gates. Built an AirTable base from scratch to track overlapping seasons inclusive of budget, timelines, and project status. Partnered with Brand Narrative Director to create new franchise activity segments to be repeated season over season, feature Nike athletes and influencers using household items (to make movement feel relatable and achievable). Redefined sport for kids by emphasizing that any movement counts as a sport.
Lastly, I put together a presentation for LT showcasing how resources and budget stayed the same season over season but deliverables in our briefs increased exponentially each season. Resulting in burnout and an inability to hit all deliverables. I proposed a plan for how to right-size this, and that resulted in 3 new headcount, increased budget and our Creative team feeling positive and able to get after the work.
RESULT: The revamped Nike Playlist on YouTube became Nike’s highest-performing content series to date. It achieved an average view duration of 3:46 minutes with 95% of viewers engaging in physical activity post-episode. Additionally, 38% of viewers bing-watched multiple episodes, demonstrating the series’ strong impact and appeal.
YOUTUBE: Check out our episodes below!
AGENCY: Conscious Minds
AWARDS: Winner of the 2020 Webby Awards - Social, Best Influencer Endorsement
