Nike Spring Rush
The goal was to excite Gen Z and Gen Alpha enough to register. Not just awareness action.
This audience doesn’t react to plain ads. They join what feels like culture.
Audience / Users: Gen Z + Gen Alpha
Pain points: They hate boring, generic ads, They scroll fast and skip faster, They want hype, energy, and a sense of identity.
My Role: Concept development, Copywriting, Visual language, Illustration, Typography, Layout and composition.
Research & Insights: Short punchy lines beat long text for scroll engagement. Bold color + rough textures signal festival energy more than gradients do. Music is about identity, not background noise. A CTA on every slide drives higher action
Concept & Strategy:
The idea: Music is the moment summer begins.
Key Design Decisions:
Strong narrative arc: Heat, Spring, Global, Identity, Action, Keeps the viewer swiping with curiosity
CTA everywhere:
Why: This is a registration-first campaign
Result: Higher likelihood of conversion
Different Color Moods per slide:
Why: To keep it hype across a carousel
Result: Every frame feels worth stopping for
Textures and hand-drawn elements:
Why: Festivals are messy, human, spontaneous
Result: Youth sees themselves, not a polished ad
Guiding Principles: Loud visuals, minimal words. Every swipe should bring a new energy. Keep Nike’s confidence in the room.
Don’t look like a corporate campaign, look like culture.
Iterations: I sketched page layouts before designing to lock composition and type placement early. This helped me avoid unnecessary rework and keep the final set clean and intentional.
Constraints: No official Nike assets or brand templates so I created everything from scratch. Also limited time: so I prioritized one clear idea executed well over complexity.
Outcome / Impact: Feels bold, youthful, and culturally alive. Creates instant emotional engagement. Clearly pushes users toward registration. Reflects Nike values without copying any references. It tells a story Gen Z would actually want to swipe through.
Reflection: Think as a creative director, not just a visual artist. Write copy that supports the message instead of decorating it
Use design energy to drive a business goal. Biggest learning Good design doesn’t yell; it invites people to move with you.