Nike Yoga

Role: Art Director & Photographer
Client: Nike
Agency: Instrument

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My team helped launch Nike Yoga by creating empowering content aimed at elevating the diversity of yoga at a time when the world needed it most—at the beginning of a global pandemic.

From Nicole Cardoza, an entrepreneur focused on making wellness accessible for all; to Skateboarder Yancy Schwartz who uses his yoga practice to vibrate higher, and NBA Champion Kevin Love who integrates yoga into his personal pursuit of greatness on and off the court. All proof that yoga is for everybody. And every body.

I had the unique challenge of capturing these intimate stories from afar during the onset of the global pandemic. Turning this challenge into an opportunity, we centered our creative direction around the idea of keeping it real and leaning into the authenticity of the unscripted and in-between moments, the visual imperfections and artifacts, and getting out of the way of our subject, their story, their unique voice, and important message.

I captured all stills, VO, and video via Zoom interviews, FaceTime photoshoots, as well as collaborating with each subject to capture their own content. We utilized the captures as still assets, narrative films, yoga practice videos, and gifs spanning across all of Nike’s ecosystem including .com, Nike app threads, socials, email, and integrated media.