The Project:
We challenged ourselves to find a new way to connect Kylian Mbappé to a young audience and make him not just a guy from an ad, but a friend, coach, and personal motivator. Together with Mbappé & Meta, we created a mini digital version of the footballer that kids could talk to and train with. All through an Instagram DM experience.

Creative / Art Director
via Wieden+Kennedy.

DM @NikeFootball to kick off a week’s worth of challenges, chats, quizzes, and activities.

Epic movie poster-esque OOH & branding went up in Paris/London/Nike.com

Followed by playful films sent via Instagram DMs to encourage sports at home:

Static scenes to keep kids moving day after day.


Film Director: Will Studd
Creative Directors: Craig Williams, Evgeny Primachenko, Jake Barnes, Riccardo Rachello
Copywriters: Ane Santiago  /  Designers: Shen Hou, Lewis Beedham  /  Motion: Jacson Mitchell