Nike - Digital Design — César Sierra

Nike – Global Football

Role: Production design, UX design

As a designer at Nike, I map out the consumer journey across Nike’s vast ecosystem, creating a user experience that weaves our campaign story across touch points and takes the consumer across the marketing funnel – from intrigue through conversion and into purchase.

Phase 1: Nike Ready Pack

Releasing 4 new football boots in the wake of the World Cup is no small ask. Nike needed to launch in phases to ensure each boot got its due glory, all while drumming up excitement for returning athlete heroes.

Phase 2: Tiempo – Golden Touch

For Phase 2, the Nike Ready Pack launched a special-edition gold Tiempo boot. Named the Golden Touch, our team was tasked with creating a story that set this special release apart from the rest of the campaign.

Phase 3: Full Launch

Finally, the full launch, and a big splash at that! The full pack was introduced in connection with the athletes, and each boot got its own moment in the sun.

As digital designer, I understood the dangers of overloading the viewer with so much of content. Being selective with image placement built a cohesive consumer journey that introduced each boot with enough visual impact to world-build around each, while still leaving plenty of stage for the rest of the pack to shine.