Nike: Ebrar Karakurt Reactive

Creative Lead & Writer

Context
As part of Nike’s global platform championing female athletes who defy expectation, Nike Turkey sought to celebrate Ebrar Karakurt’s return to the National Women’s Volleyball League. Ebrar is both a national star and a polarising cultural figure due to her unapologetic personality and refusal to conform.

Challenge
Reclaim public criticism and turn it into a source of strength, without escalating political sensitivity in a complex local climate.

The Idea
Anchor the campaign in the line “Too Much, Too Bad.” A reversal of judgement into pride. Inspired by Ebrar’s own words, “Did I overdo it? Whoa whoa!”, the execution reframed excess as power and individuality as strength.

Execution
Led creative development in-house at Alien Baby in close collaboration with Nike Turkey. Shaped the narrative tone and messaging system with local cultural input and translation oversight. Directed reactive social executions that captured her voice authentically. Extended the platform into OOH and short-form film to ensure consistency across touchpoints.

Impact
Strengthened Ebrar’s positioning as one of the most original voices in global sport. The campaign resonated deeply with local fans while aligning with Nike’s broader stance on female empowerment and self-expression.

Year: 2025