I led multiple culture-driven campaigns for Nike and AirMax, including “Discover Your Air,” “Big Steps,” and the launch of Nike’s “Evolution of Swoosh” series — creating emotionally resonant, socially native storytelling that connected sneaker culture to everyday life beyond sport. From a stylized single-shot journey through the life of a sneakerhead to pandemic-era back-to-school narratives, the work consistently drove engagement, cultural conversation, and strong retail performance across holiday and tentpole moments.