Collaborators
Creative Direction: Laron Reed
The Last Mile is a self-initiated Nike campaign inspired by the grit of the Chicago Marathon and the moments that push runners beyond their limits. I wore every creative hat needed to take the idea from concept to execution. Serving as Creative Strategist, Art Director, Brand Designer, Copywriter, Photo/Art Director, Product Designer, and Digital Creative. I developed the campaign concept and manifesto, established the visual identity and art direction, and built a Chicago-specific narrative connecting the city to the marathon experience. I designed the OOH and environmental campaign, created a conceptual Nike Alphafly 3 colorway, developed digital and experiential extensions, and produced a 30-second campaign film using AI-generated imagery and custom prompting. I also developed the film's narrative and VO to ensure the story remained consistent across every touchpoint. The result is a fully integrated brand world built around one simple idea: the hardest mile is always the last one. More than a campaign, the project demonstrates my ability to take a single idea and build it into a cohesive creative system—from strategy and storytelling to art direction, product, film, digital, and physical experience.
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