NIKE - Ode To Series

Creative Director & Writer

Context
Nike and Copa90 sought a reactive format that could celebrate elite footballers in real time while standing apart from traditional highlight culture.

Challenge
Create a storytelling system that honoured standout performances without relying on statistics, clichés, or generic hype content.

The Idea
Develop “Ode To,” a global tribute series delivered as poetic responses to defining performances. Each film was written as an ode and voiced by creators and superfans in their native languages to ensure cultural authenticity and emotional credibility.

Execution
Concepted and creatively directed the format. Wrote each script in real time to reflect athlete performances. Established tonal guidelines to ensure consistency across languages and markets. Collaborated with editors, motion designers, and cultural contributors to maintain immediacy without sacrificing craft.

Impact
Published across Copa90’s global Instagram channels, the series offered a distinct alternative to stat-driven match coverage. Elevated Nike’s association with expressive, player-led storytelling and reinforced Copa90’s cultural authority within global football communities.

Featured tributes: Lauren James, Patri Guijarro, Alexia Putellas, Kylian Mbappé, Marie-Antoinette Katoto, Vini Jr, Salma Paralluelo.

Year: 2025