CR7’s “National Treasure” + Mbappé “Les Bleus”
I was lucky enough to work on a handful of Nike projects during World Cup ‘22, but one that stands out for the rush of it was the week-long turnaround we had to name and develop a narrative for two signature Mercurials—CR7 and Mbappé. Despite spending too much time going down CR7 rabbit holes on YouTube, my design director, Caue, and I were able to nail a narratives while keeping in mind our over-arching World Cup seasonal brand narrative. Within the span of a week, we successfully delivered executions for Nike’s enhanced product page, the Nike App, Tik Tok, Youtube, and Instagram posts, stories, and reels.
A few weeks later, I was on a vacation with my wife in New Mexico when Caue sent me a text to check out CR7’s feed. An hour earlier, our work had just posted on the most-followed IG feed in the world, and it already had over one million likes. I wrote that! It may likely be the most-read (or at least the most-seen) sentences I’ll ever write.
Creative Director: Mark Aver
Narrative Direction: Rafael Paes
Design Director: Caue Oliviera