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.
Role: Creative, Art Director
All they had to do was DM @nikefootball and a week’s worth of fun began.
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 /
Copywriters: Ane Santiago, Jake Barnes / Designers: Shen Hou, Lewis Beedham / Motion: Jacson Mitchell