Nike: Doubtfire
This is a passion project that I just had to create. I’m a big Ravens fan and I thought that Lamar Jackson would be the perfect athlete for the brand, being one of the most doubted athletes in recent memory. Unfortunately, he has created his own brand and I don’t think he has any intention of signing with a bigger one. One can only Dream.
However, the idea behind doubtfire could still apply to any Nike athlete. LeBron, Serena, Naomi, KD, Tiger Woods, etc.
Campaign
Using the player’s voiceover, we would create :30s featuring high performance footage of the players struggling then triumphing. The VO would start:
”Your doubt is my fire.”
Then they would repeat the words “doubt” and “fire” faster and faster until they form the word “doubtfire.”