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
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