MarKeting McKenna

Nike – “Show Up” Brand Video

The Assignment
Create a 1:30–2:30 branded video that feels authentically Nike — motivational, disciplined, and emotionally resonant — while integrating product naturally throughout.

The Insight
Not every athlete looks elite. Most of us are just trying to show up.
Nike doesn’t just celebrate greatness — it celebrates consistency.

The Concept
“Show Up.”
A cinematic look at the repetition of everyday discipline through early alarms, sore muscles, long workdays, restless nights. The story shows progress as something quiet and often invisible.

Instead of highlighting peak performance, I focused on the in-between moments: exhaustion, frustration, routine. Because that’s where real progress lives.

Creative Direction
The video follows a two-phase emotional arc:

• Phase 1: Repetition + Fatigue
  Natural morning audio. Minimal music. Visual monotony.
  The word “repeat” lands on a black screen to emphasize routine and burnout.
• Phase 2: Recommitment + Strength
  Music returns. Energy shifts.
  The message pivots: “Progress isn’t about being perfect. It’s about showing up.”

Product placement is integrated seamlessly into workouts rather than staged as advertisements and reinforcing authenticity.

Execution

• Structured voice-over script for emotional pacing
• Audio drop to emphasize narrative turning point
• Cinematic workout shots for momentum
• Final CTA directing viewers to share their journey

Why It Works
The piece aligns directly with Nike’s “Just Do It” ethos while speaking to everyday athletes — students, professionals, early risers, and anyone balancing ambition with exhaustion.

This project showcases my ability to:

• Translate brand identity into story
• Build emotional arcs through script structure
• Use editing and audio intentionally
• Blend narrative and marketing seamlessly

Video Script:

Finalized Video: