INDUSTRY:
Footwear + Retail
CLIENT:
NIKE
YEAR:
2024 + 2025
EXPERIENCE:
Lead Social Strategist & On-Site Producer
Nike - Speedy Capsule Social Production
the challenge.
To celebrate Atlanta’s newest cultural holiday, Nike needed to concept, capture, and deploy social-first content for 404 Day on an accelerated timeline.
The work had to feel distinctly Atlanta — not branded, not generic — and ship fast enough to stay culturally relevant across Nike retail and social channels.
There was no time for overproduction.
The content had to feel native, timely, and intentional.
my role.
I led the social strategy and on-the-ground production for Nike’s 404 Day moment.
I shaped the creative approach, built the crew, and directed capture to ensure the content reflected Atlanta culture authentically — prioritizing moments, details, and pacing that felt local rather than campaign-driven.
My role focused on speed without sacrificing cultural accuracy or creative quality.
the results.
What We Delivered:
Two premium editorial photo shoots built for launch and longevity
150+ final assets delivered on deadlineSocial-first visuals optimized for SNKRS, Instagram, and talent-owned channels
Editorial framing rooted in Atlanta culture, not traditional sneaker-launch tropes
The Outcome:
1,000+ pairs sold out in under 24 hours across participating retail locations
Content continued to live organically across celebrity and athlete channels post-launch
Nike re-engaged the team for additional production work following launch success
