Nike(M) Maternity Collection
The Ultimate Marathon
When Nike (M) asked us to create an female-inclusive campaign to promote their maternity collection, we transformed it into a gender-inclusive campaign for everyone on the pregnancy journey.
Challenge
How do we optimize existing static assets into a YouTube video campaign to build brand awareness for Nike(M), Nike’s maternity collection?
Approach
We told the story of the toughest athletic challenge: pregnancy. From bump to birth, we showed that Nike(M) had supportive performance wear for each step of this nine-month marathon for every expecting athlete.
To test performance, we created 3 video assets including 1 hero and 2 bumpers featuring 3 different leads: pregnancy, product design, and brand.
Nike is committed to diverse representation and celebrating all experiences. That’s why we pushed to expand the definition of pregnancy beyond motherhood, focusing on language broad enough to support all gender identities and birth stories.
