Nike Kids #YoureIt

Company: Wieden+Kennedy Amsterdam

Role: Senior Interactive Producer

A digital game of tag across Tik Tok, Instagram, and Snapchat that empowered young girls to get active. When tagged, each girl showed off what made them “IT” (dancing, being active, etc…), and finished by tagging their friends. We created a hashtag challenge, with a hand-tracking AR effect, custom music, and graphics. Then, girls who participated were rewarded with a second AR effect to show off to friends.

The hashtag challenge videos received over 52 million views on TikTok.