Nike Victory Relay III

Creative Direction

Brand:
Nike Running

Project:
The Victory Relay

Agency:
The Bench

Role:
Creative Direction, Visual
Creative Direction, Narrative
Experiential Production Design

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Campaign Narrative

Outside of visual language, Nathalie was tasked to create the initial narrative for the third year of the Nike Victory Relay at the USC Coliseum. The relay took place in the same place history was made in 1984 by Joan Benoit Samuelson. She wanted to convey the honor and urgency this site and city give to those who answer its call.

Nathalie successfully conceptualized two other narratives, of which archived but highly considered for the future use of the event

Do you have it in you?
It's the oldest question this city asks.

Here, a clock is always running.
It started before you. It ticks long after you leave.

It runs without stopping. It stops you in your tracks.
It answers to no one. It never slows down.

It’s the one thing you never have enough of.
History doesn’t repeat itself here. It gets reborn.

You’re present. Never finished becoming.
Good. Stay unfinished. Keep running.

The countdown has started.
Race first. Ask questions later.

Chase History.

Nike Victory Relay.

more to come

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Nike Victory Relay III

Creative Direction

Campaign Narrative

Do you have it in you? It's the oldest question this city asks.

Here, a clock is always running. It started before you. It ticks long after you leave.

It runs without stopping. It stops you in your tracks. It answers to no one. It never slows down.

It’s the one thing you never have enough of. History doesn’t repeat itself here. It gets reborn.

You’re present. Never finished becoming. Good. Stay unfinished. Keep running.

The countdown has started. Race first. Ask questions later.