Brief: Use Nike’s ‘crazy dream’ messaging to tell the stories of female athletes, inspiring women across Nike’s global markets.
Role: Copywriter.
Coming in to work on “Crazy Dreams” was challenging: the guidelines of the tone - both visually and linguistically - were already very clearly defined.
That’s why for us, a perfect line would use the story of the athlete to hit upon a universal truth that could inspire women internationally, and well beyond the confines of sport.
Our highlight for me was working on a line for Caster Semenya at a time when she was battling a deeply unjust court decision that would stop her from racing, based purely on her naturally higher levels of testosterone, which were perceived as an ‘unfair advantage’.
