Working with Nike and Foot Locker through FeedsMEDIA, I led the creative direction and delivery of an integrated influencer marketing campaign supporting the Australian launch of the Nike LunarCharge Essential.
My role combined campaign strategy, creative direction, influencer marketing, project management and content production. I led the campaign from concept through to execution, ensuring the creative aligned with two globally recognised brands while remaining authentic to the influencers, audiences and local street culture at the centre of the campaign.
The creative strategy was built around a Melbourne versus Sydney concept, bringing together fashion and sneaker influencers from both cities and following them through locations that reflected their individual style, communities and connection to their city.
Rather than approaching the launch as traditional product advertising, the campaign placed the Nike LunarCharge Essential within Australian street fashion and sneaker culture. Influencers became both the subjects and storytellers, allowing the product to appear naturally within locally relevant lifestyle content.
I oversaw creative development and production across video, photography, design, branded content, digital and social media, coordinating contributors and campaign requirements across Melbourne and Sydney while maintaining consistency across Nike, Foot Locker and FeedsMEDIA.
The resulting campaign combined influencer marketing, lifestyle storytelling and branded content into an integrated Australian launch that connected a global Nike product with local audiences through culture, place and authentic creator voices.
The campaign successfully brought together Nike, Foot Locker and Australian fashion and sneaker influencers within a single integrated launch, creating locally relevant content around a globally recognised product.
The Melbourne versus Sydney creative platform gave the campaign a distinctive Australian identity and provided multiple content opportunities across two of the country’s largest markets. By using locations selected around each influencer’s personal connection to their city, the campaign created content that felt native to their audiences rather than conventional product advertising.
Content was developed across video, photography, digital, branded content and social media, allowing the central campaign idea to extend across multiple channels while maintaining a consistent visual identity and product story.
The influencer-led approach also enabled the campaign to reach established fashion, lifestyle and sneaker communities through trusted creator voices, supporting awareness of the Nike LunarCharge Essential while positioning the product within contemporary Australian street culture.
For me, the project demonstrated the effectiveness of combining brand strategy, influencer marketing and creative storytelling, balancing the requirements of Nike and Foot Locker with content designed specifically for local audiences and digital consumption.
