Back to school with OTTO and Nike.

TikTok-first creative development for Nike × OTTO, targeting Gen Alpha through fashion, self-expression, school life and evolving social behaviours. Developing culturally relevant concepts and campaign mechanics designed to feel native to the TikTok environment, translating Nike’s brand attitude into authentic, entertaining and highly relatable content. Still-image assets were also produced using AI to complement the campaign world and extend the creative system.

Leveraging social trends, platform behaviours and youth culture to create ideas that encourage participation and conversation. Developing adaptable creative assets and formats across the wider social ecosystem, combining photography, motion and AI-generated still imagery while maintaining a distinctive and consistent expression for both Nike and OTTO.