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nike after dark tour the run that's hard af

creative direction

creative direction for nike running, leading a 600+ person half marathon workout experience experience featuring world class athletes and trainers at row dtla leading up to the nike after dark tour half marathon.

this experience included inspirational talks from nike running coaches and athletes, a hyperice recovery zone, strategic branded moments throughout — including custom electrolyte popsicles, and of course, a hard af running workout. all of this took place on the rooftop of a prominent parking garage with the downtown los angeles skyline as an epic backdrop.

this project included creative strategy, deck creation and copywriting, client presentations, graphic designer scouting and management, and experiential creative ideation and design direction for the entire event experience - down to the smallest of mirror decals. 

@nikela shared a creative recap from the day!

agency partner: the bench, may 2025