Overview:

To celebrate the 2023 re-release of the Air Max 1, Nike created a campaign highlighting the innovation and cultural impact of this groundbreaking shoe. As part of that effort, we produced a special installment of Untold Stories – Nike’s heritage storytelling series – featuring a 3-minute interview with legendary designer Tinker Hatfield. The episode unpacks the setbacks, breakthroughs, and fearless thinking that transformed a risky experiment into a global icon.

Role:

As the scriptwriting duo, my partner and I were tasked with crafting a narrative-driven interview that brought fresh energy to a well-documented story – capturing the distinct voices of sneaker culture expert Robbie Williams, legendary designer Tinker Hatfield, and the brand’s ethos. Beyond dialogue, the script doubled as a production blueprint, guiding a multi-camera shoot that integrated archival footage, stage movement, and immersive LED storytelling.

Deliverables Included:

• A script aligned with Nike’s educational Untold Stories series and the brand’s creative strategy for the Air Max 1 re-release

• Stage direction and visual cues for multi-camera coverage, on-set movement, and archival footage integration

Process:

• Research: Studied Nike archival content, internal creative briefs, Tinker’s background and Nike’s heritage storytelling to identify fresh narrative angles.

• Voice & tone: Crafted natural dialogue that captured the distinct personalities and cultures of Robbie and Tinker, while staying true to Nike’s brand tone.

• Theme-driven scripting: Built the script around Nike’s “Fail Forward” ethos, blending cultural commentary with design innovation.

• Production integration: Delivered stage direction and pacing notes to support multi-camera blocking and dynamic visual storytelling.

Outcomes:

• Delivered a compelling 3-minute feature as part of Nike’s Untold Stories series, launched for Air Max Day 2023.

• Positioned the Air Max 1 narrative as a celebration of risk-taking and resilience, reinforcing Nike’s identity as an innovation leader.

• Generated significant engagement across Nike’s digital platforms (95K views on Youtube), resonating with sneaker enthusiasts and design-loving audiences worldwide.

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