https://colinleary.cargo.site Colin D. Leary | Portfolio Tue, 16 May 2023 22:55:42 +0000 https://colinleary.cargo.site en https://colinleary.cargo.site/Colin-D-Leary Thu, 19 Jan 2023 22:09:04 +0000 Colin D. Leary | Portfolio https://colinleary.cargo.site/Colin-D-Leary Brand &amp; Creative Strategy Consultant. Meaning Maker. Fixer. https://colinleary.cargo.site/Kobe-System Fri, 20 Jan 2023 01:54:44 +0000 Colin D. Leary | Portfolio https://colinleary.cargo.site/Kobe-System Nike Kobe VII System Launch Product Prop: Attack fast. Attack strong. KobeSystem: Success for the Successful When you get to the top, there’s only one place to go. Over the top. &nbsp; Launch Teaser &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp;&nbsp; Pleaser 7 levels of the KobeSystem&nbsp; Same animal. Different beast. <img width="1000" height="563" width_o="1000" height_o="563" data-src="https://freight.cargo.site/t/original/i/5c0582d7a8a21dcb8f46ef9a79351471d5b977af1ad9eb40e422c6bc6d061f02/image-asset-6.jpeg" data-mid="166814138" border="0" src="https://freight.cargo.site/w/1000/i/5c0582d7a8a21dcb8f46ef9a79351471d5b977af1ad9eb40e422c6bc6d061f02/image-asset-6.jpeg" /> <img width="1000" height="563" width_o="1000" height_o="563" data-src="https://freight.cargo.site/t/original/i/26dc5fdf24b1e726b583609e001fdba889825bd0e6b89e339c646e5edab72071/image-asset-1.jpeg" data-mid="166814132" border="0" src="https://freight.cargo.site/w/1000/i/26dc5fdf24b1e726b583609e001fdba889825bd0e6b89e339c646e5edab72071/image-asset-1.jpeg" /> <img width="1000" height="563" width_o="1000" height_o="563" data-src="https://freight.cargo.site/t/original/i/5b9cbb5b05a4ed2daed9cbd33f3105118531ddbccaf61f588da2e32c3ce8a3bb/image-asset.jpeg" data-mid="166814141" border="0" src="https://freight.cargo.site/w/1000/i/5b9cbb5b05a4ed2daed9cbd33f3105118531ddbccaf61f588da2e32c3ce8a3bb/image-asset.jpeg" /> <img width="1280" height="624" width_o="1280" height_o="624" data-src="https://freight.cargo.site/t/original/i/3c790cf45c5da16c6c50217f2b9f2524729b9d73a1b5aab248a2abcb3541d70e/hero_arms.png" data-mid="166814131" border="0" src="https://freight.cargo.site/w/1000/i/3c790cf45c5da16c6c50217f2b9f2524729b9d73a1b5aab248a2abcb3541d70e/hero_arms.png" /> <img width="1000" height="563" width_o="1000" height_o="563" data-src="https://freight.cargo.site/t/original/i/dc3c175d1bffaad91a746cc85b5e0ff70fc048789abe7c64e8108a4141dbb231/image-asset-3.jpeg" data-mid="166814135" border="0" src="https://freight.cargo.site/w/1000/i/dc3c175d1bffaad91a746cc85b5e0ff70fc048789abe7c64e8108a4141dbb231/image-asset-3.jpeg" /> <img width="1000" height="563" width_o="1000" height_o="563" data-src="https://freight.cargo.site/t/original/i/518dcf55d604c6af4ea209a8660cbc209fd7b7f8b67b1fcf1d6a1557cd93bb44/image-asset-5.jpeg" data-mid="166814137" border="0" src="https://freight.cargo.site/w/1000/i/518dcf55d604c6af4ea209a8660cbc209fd7b7f8b67b1fcf1d6a1557cd93bb44/image-asset-5.jpeg" /> <img width="1000" height="563" width_o="1000" height_o="563" data-src="https://freight.cargo.site/t/original/i/395bca79350e7f082910f194e4ab1c8bc27b04c141e0f71fc3bab75aabdc1707/image-asset-2.jpeg" data-mid="166814133" border="0" src="https://freight.cargo.site/w/1000/i/395bca79350e7f082910f194e4ab1c8bc27b04c141e0f71fc3bab75aabdc1707/image-asset-2.jpeg" /> <img width="1000" height="563" width_o="1000" height_o="563" data-src="https://freight.cargo.site/t/original/i/deef1abac734a56be75e0efe09d28000d63dc69d7bf378b903135237e9c58717/image-asset-7.jpeg" data-mid="166814139" border="0" src="https://freight.cargo.site/w/1000/i/deef1abac734a56be75e0efe09d28000d63dc69d7bf378b903135237e9c58717/image-asset-7.jpeg" /> <img width="1000" height="563" width_o="1000" height_o="563" data-src="https://freight.cargo.site/t/original/i/13dc4e50a1d4ede2754d880565bf0721e3763ea8d236beb29aab08ebacf70aaa/image-asset-4.jpeg" data-mid="166814136" border="0" src="https://freight.cargo.site/w/1000/i/13dc4e50a1d4ede2754d880565bf0721e3763ea8d236beb29aab08ebacf70aaa/image-asset-4.jpeg" /> <img width="1000" height="563" width_o="1000" height_o="563" data-src="https://freight.cargo.site/t/original/i/6c59e37161ce83a63d97bb4310b8c2b6208c8515d5785113240973864af69663/image-asset-8.jpeg" data-mid="166814140" border="0" src="https://freight.cargo.site/w/1000/i/6c59e37161ce83a63d97bb4310b8c2b6208c8515d5785113240973864af69663/image-asset-8.jpeg" /> Consumer Response - Announce 7 day takeover of @nikebasketball twitter channel.&nbsp; <img width="953" height="1062" width_o="953" height_o="1062" data-src="https://freight.cargo.site/t/original/i/dec369fc46bf654b056799d27c7ff79d221eced096ea9bab838e7dafbf2a15d8/ANNOUNCE_Levels.png" data-mid="166814146" border="0" data-scale="53" src="https://freight.cargo.site/w/953/i/dec369fc46bf654b056799d27c7ff79d221eced096ea9bab838e7dafbf2a15d8/ANNOUNCE_Levels.png" /> Consumer Response - Leveling <img width="736" height="1082" width_o="736" height_o="1082" data-src="https://freight.cargo.site/t/original/i/c436700c050adc76b5bcb8383d2841823535e84b101bd0163e1cee0d35de1697/digi_sketch_dragonbeast.png" data-mid="166814164" border="0" src="https://freight.cargo.site/w/736/i/c436700c050adc76b5bcb8383d2841823535e84b101bd0163e1cee0d35de1697/digi_sketch_dragonbeast.png" /> <img width="737" height="1083" width_o="737" height_o="1083" data-src="https://freight.cargo.site/t/original/i/8e1d6fc5d9f34fb05412c377917be19230626a90c73bc6eee58c2f5b47acbc86/digi_sketch_griffonbeast.png" data-mid="166814165" border="0" src="https://freight.cargo.site/w/737/i/8e1d6fc5d9f34fb05412c377917be19230626a90c73bc6eee58c2f5b47acbc86/digi_sketch_griffonbeast.png" /> <img width="737" height="1065" width_o="737" height_o="1065" data-src="https://freight.cargo.site/t/original/i/57907275a334fa04f7c737ca0c9eb7f7414c19485ada2c5975f15036c644f25c/digi_sketch_tigerbeast.png" data-mid="166814167" border="0" src="https://freight.cargo.site/w/737/i/57907275a334fa04f7c737ca0c9eb7f7414c19485ada2c5975f15036c644f25c/digi_sketch_tigerbeast.png" /> <img width="737" height="1082" width_o="737" height_o="1082" data-src="https://freight.cargo.site/t/original/i/a96adf95aae9688c5ff84624ac2199e9ee46a0fab96b820ddbbb8e3f3c24d00e/digi_sketch_wolverinebeast.png" data-mid="166814169" border="0" src="https://freight.cargo.site/w/737/i/a96adf95aae9688c5ff84624ac2199e9ee46a0fab96b820ddbbb8e3f3c24d00e/digi_sketch_wolverinebeast.png" /> Consumer Response - Level 2 Adaptation <img width="953" height="1060" width_o="953" height_o="1060" data-src="https://freight.cargo.site/t/original/i/37c18396289ba8c8339aa76cbe8fa6738a21fb3f788953248b9331a30a24cfed/greaterthan_astrodino.png" data-mid="166814171" border="0" src="https://freight.cargo.site/w/953/i/37c18396289ba8c8339aa76cbe8fa6738a21fb3f788953248b9331a30a24cfed/greaterthan_astrodino.png" /> <img width="954" height="1062" width_o="954" height_o="1062" data-src="https://freight.cargo.site/t/original/i/500c70e755e38111b0e9a31671cd5dba488fb546f17c7d623cc73a1deb903a32/greaterthan_baldhair.png" data-mid="166814172" border="0" src="https://freight.cargo.site/w/954/i/500c70e755e38111b0e9a31671cd5dba488fb546f17c7d623cc73a1deb903a32/greaterthan_baldhair.png" /> <img width="956" height="1062" width_o="956" height_o="1062" data-src="https://freight.cargo.site/t/original/i/fec00ab95f5e96eb59dda3a3c5a92c513768d10f26726b46d69eef3fd152c9af/greaterthan_manshark.png" data-mid="166814173" border="0" src="https://freight.cargo.site/w/956/i/fec00ab95f5e96eb59dda3a3c5a92c513768d10f26726b46d69eef3fd152c9af/greaterthan_manshark.png" /> <img width="954" height="1063" width_o="954" height_o="1063" data-src="https://freight.cargo.site/t/original/i/8891796ffde2a4fe15f42a5d89d99540bd4a3596a580a592ffbeb4d3c9fad3e2/greaterthan_ringfist.png" data-mid="166814174" border="0" src="https://freight.cargo.site/w/954/i/8891796ffde2a4fe15f42a5d89d99540bd4a3596a580a592ffbeb4d3c9fad3e2/greaterthan_ringfist.png" /> Consumer Response - Level 1 Success &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; &nbsp; Consumer Response - Level 4 Explosion <img width="953" height="1061" width_o="953" height_o="1061" data-src="https://freight.cargo.site/t/original/i/1ddccaa928ea6fe5148119ca608c5756b62c7011a27df8b126eb3ef2e580fc89/digi_level1_successchart.png" data-mid="166814179" border="0" src="https://freight.cargo.site/w/953/i/1ddccaa928ea6fe5148119ca608c5756b62c7011a27df8b126eb3ef2e580fc89/digi_level1_successchart.png" /> <img width="952" height="1060" width_o="952" height_o="1060" data-src="https://freight.cargo.site/t/original/i/efc7845041ab8919b78f53540a879cf9a996520940bbdf38b53626045964292b/digi_level4_internet-explosion.png" data-mid="166814180" border="0" src="https://freight.cargo.site/w/952/i/efc7845041ab8919b78f53540a879cf9a996520940bbdf38b53626045964292b/digi_level4_internet-explosion.png" /> Consumer Response - Level 5 Domination <img width="1400" height="7200" width_o="1400" height_o="7200" data-src="https://freight.cargo.site/t/original/i/f25b5470ac8dc07d0cf491591ea843d6099d78aecaa12e0411113527f8e3d0d3/digi_level5_checklist.jpg" data-mid="166814181" border="0" data-scale="100" src="https://freight.cargo.site/w/1000/i/f25b5470ac8dc07d0cf491591ea843d6099d78aecaa12e0411113527f8e3d0d3/digi_level5_checklist.jpg" /> Consumer Response - Level 3 Perception <img width="952" height="1062" width_o="952" height_o="1062" data-src="https://freight.cargo.site/t/original/i/8b4d87091fc371bc0379f4bbba7a75db21415de6c33f7bcb75e4b36a3853de8a/in_wild_1.png" data-mid="166814570" border="0" src="https://freight.cargo.site/w/952/i/8b4d87091fc371bc0379f4bbba7a75db21415de6c33f7bcb75e4b36a3853de8a/in_wild_1.png" /> <img width="955" height="1041" width_o="955" height_o="1041" data-src="https://freight.cargo.site/t/original/i/235a8881c4942ead7cc6b65976997b56b3a41e80e07aecab91e858a5bc56d2f3/in_wild_4.png" data-mid="166814573" border="0" src="https://freight.cargo.site/w/955/i/235a8881c4942ead7cc6b65976997b56b3a41e80e07aecab91e858a5bc56d2f3/in_wild_4.png" /> <img width="954" height="703" width_o="954" height_o="703" data-src="https://freight.cargo.site/t/original/i/6cdcef7f9f98ff31bc856639cf1fd7a794e22e28044a03b12c2379dead360959/in_wild_2.png" data-mid="166814571" border="0" src="https://freight.cargo.site/w/954/i/6cdcef7f9f98ff31bc856639cf1fd7a794e22e28044a03b12c2379dead360959/in_wild_2.png" /> <img width="956" height="824" width_o="956" height_o="824" data-src="https://freight.cargo.site/t/original/i/10c819b2e63467c72dfceddd669d3deff9e0754782e02b20593cc65aadf8a4b7/in_wild_3.png" data-mid="166814572" border="0" src="https://freight.cargo.site/w/956/i/10c819b2e63467c72dfceddd669d3deff9e0754782e02b20593cc65aadf8a4b7/in_wild_3.png" /> <img width="782" height="1064" width_o="782" height_o="1064" data-src="https://freight.cargo.site/t/original/i/48ed76d3faf13a37211d4b6070c33a635b96a0fec8acdba547a30917770f89d8/in_wild_6.png" data-mid="166814575" border="0" src="https://freight.cargo.site/w/782/i/48ed76d3faf13a37211d4b6070c33a635b96a0fec8acdba547a30917770f89d8/in_wild_6.png" /> <img width="704" height="1061" width_o="704" height_o="1061" data-src="https://freight.cargo.site/t/original/i/de7e02bbf2ab2cdddf763ada0c0f4363b6b6c2a70cc8034634d8bd2013274834/in_wild_5.png" data-mid="166814574" border="0" src="https://freight.cargo.site/w/704/i/de7e02bbf2ab2cdddf763ada0c0f4363b6b6c2a70cc8034634d8bd2013274834/in_wild_5.png" /> Create Culture <img width="1104" height="4078" width_o="1104" height_o="4078" data-src="https://freight.cargo.site/t/original/i/7d2c1957393b422c91940054013a58c549317a23faebc565395771b7dc999a0b/culture_hands.jpg" data-mid="166814150" border="0" data-scale="79" src="https://freight.cargo.site/w/1000/i/7d2c1957393b422c91940054013a58c549317a23faebc565395771b7dc999a0b/culture_hands.jpg" /> Consumer Response - Pro Answers Integration <img width="960" height="614" width_o="960" height_o="614" data-src="https://freight.cargo.site/t/original/i/f26c03745cc2c25404edc05b47f6ad44ef39bfc16d174d9904525a64b20bec72/Pro_Answers_3.jpeg" data-mid="166814608" border="0" src="https://freight.cargo.site/w/960/i/f26c03745cc2c25404edc05b47f6ad44ef39bfc16d174d9904525a64b20bec72/Pro_Answers_3.jpeg" /> <img width="960" height="614" width_o="960" height_o="614" data-src="https://freight.cargo.site/t/original/i/f23530fdef22c80e4a5429c4cb7cbf160bf812898ed7cec7061185a703309599/Pro_Answers_7.jpeg" data-mid="166814617" border="0" src="https://freight.cargo.site/w/960/i/f23530fdef22c80e4a5429c4cb7cbf160bf812898ed7cec7061185a703309599/Pro_Answers_7.jpeg" /> <img width="960" height="614" width_o="960" height_o="614" data-src="https://freight.cargo.site/t/original/i/bf58d07fc22ed6f38ddcba02c13c57969f1d5041c488c4abb0fa96a67fc9cb36/Pro_Answers_4.jpeg" data-mid="166814610" border="0" src="https://freight.cargo.site/w/960/i/bf58d07fc22ed6f38ddcba02c13c57969f1d5041c488c4abb0fa96a67fc9cb36/Pro_Answers_4.jpeg" /> <img width="960" height="614" width_o="960" height_o="614" data-src="https://freight.cargo.site/t/original/i/512cc0c32f34fe760fbfa7a2a5ffc29ba6449af7a87304d89e13fda9ddcf737c/Pro_Answers_2.jpeg" data-mid="166814606" border="0" src="https://freight.cargo.site/w/960/i/512cc0c32f34fe760fbfa7a2a5ffc29ba6449af7a87304d89e13fda9ddcf737c/Pro_Answers_2.jpeg" /> <img width="1240" height="1583" width_o="1240" height_o="1583" data-src="https://freight.cargo.site/t/original/i/b9d82827f3a4d5f78b7179e22dcfe23e73e38051938889b2f24b571f8d00d1fa/Pro_Answers_1.jpg" data-mid="166814604" border="0" src="https://freight.cargo.site/w/1000/i/b9d82827f3a4d5f78b7179e22dcfe23e73e38051938889b2f24b571f8d00d1fa/Pro_Answers_1.jpg" /> <img width="752" height="960" width_o="752" height_o="960" data-src="https://freight.cargo.site/t/original/i/e956bb29f595a3c1f5449a38597dcac286fb49f698428bc090e888164d88c7ef/Pro_Answers_6.jpeg" data-mid="166814616" border="0" src="https://freight.cargo.site/w/752/i/e956bb29f595a3c1f5449a38597dcac286fb49f698428bc090e888164d88c7ef/Pro_Answers_6.jpeg" /> <img width="752" height="960" width_o="752" height_o="960" data-src="https://freight.cargo.site/t/original/i/cd8ceea2a6769d1e17dc654d1d03ec196cfc1ad02668cc20cef7925d0d70ee81/Pro_Answers_5.jpeg" data-mid="166814613" border="0" src="https://freight.cargo.site/w/752/i/cd8ceea2a6769d1e17dc654d1d03ec196cfc1ad02668cc20cef7925d0d70ee81/Pro_Answers_5.jpeg" /> Consumer Response Notes <img width="1000" height="1146" width_o="1000" height_o="1146" data-src="https://freight.cargo.site/t/original/i/dfc39473d052137b1d76a39f0c2d6fa1e4762f5f6fd1a3eeee238be098e2ad9a/digi_draw_great-dane-notes.jpg" data-mid="166814155" border="0" src="https://freight.cargo.site/w/1000/i/dfc39473d052137b1d76a39f0c2d6fa1e4762f5f6fd1a3eeee238be098e2ad9a/digi_draw_great-dane-notes.jpg" /> <img width="1000" height="1317" width_o="1000" height_o="1317" data-src="https://freight.cargo.site/t/original/i/abc101e7ae730bfa4d3d60a31d39c7719a43ec386a2cc06a9535c1d218a9dc25/digi_draw_great-wall-notes.jpg" data-mid="166814156" border="0" src="https://freight.cargo.site/w/1000/i/abc101e7ae730bfa4d3d60a31d39c7719a43ec386a2cc06a9535c1d218a9dc25/digi_draw_great-wall-notes.jpg" /> <img width="1000" height="1178" width_o="1000" height_o="1178" data-src="https://freight.cargo.site/t/original/i/bace12c457f4db3ccf4d81e693c80890291b86dde13ec58972c5943e6d03a4b9/digi_draw_podium-empty-notes.jpg" data-mid="166814158" border="0" src="https://freight.cargo.site/w/1000/i/bace12c457f4db3ccf4d81e693c80890291b86dde13ec58972c5943e6d03a4b9/digi_draw_podium-empty-notes.jpg" /> <img width="1200" height="833" width_o="1200" height_o="833" data-src="https://freight.cargo.site/t/original/i/72476a1884dc8f18251a6d87ed2631bfe0e6a815a7b057dd9827a309c5a9799d/digi_draw_lit-court-notes.jpg" data-mid="166814157" border="0" src="https://freight.cargo.site/w/1000/i/72476a1884dc8f18251a6d87ed2631bfe0e6a815a7b057dd9827a309c5a9799d/digi_draw_lit-court-notes.jpg" /> VIP Seed Kit <img width="1500" height="844" width_o="1500" height_o="844" data-src="https://freight.cargo.site/t/original/i/ef63c4d3132b8183a888e08d187fb502f1a6508f61bd058fe8c00da7f545f01c/Influencer_PR_Kit_VIP_6.jpg" data-mid="166814586" border="0" data-scale="71" src="https://freight.cargo.site/w/1000/i/ef63c4d3132b8183a888e08d187fb502f1a6508f61bd058fe8c00da7f545f01c/Influencer_PR_Kit_VIP_6.jpg" /> <img width="1500" height="843" width_o="1500" height_o="843" data-src="https://freight.cargo.site/t/original/i/a414ede5107a95181c8aaf3792d2c0ecee99384ee7ec61aa1655fdfc61d60741/Influencer_PR_Kit_VIP_4.jpg" data-mid="166814579" border="0" src="https://freight.cargo.site/w/1000/i/a414ede5107a95181c8aaf3792d2c0ecee99384ee7ec61aa1655fdfc61d60741/Influencer_PR_Kit_VIP_4.jpg" /> <img width="800" height="583" width_o="800" height_o="583" data-src="https://freight.cargo.site/t/original/i/2745e19df945a1e97a54a6708597c8c8a37711d9fd012b843b7802ec4f96dced/Influencer_PR_Kit_VIP_2.jpg" data-mid="166814577" border="0" src="https://freight.cargo.site/w/800/i/2745e19df945a1e97a54a6708597c8c8a37711d9fd012b843b7802ec4f96dced/Influencer_PR_Kit_VIP_2.jpg" /> <img width="1500" height="1000" width_o="1500" height_o="1000" data-src="https://freight.cargo.site/t/original/i/6bc5ec77d91ddedc2a4bf220f076efd5e0e38907afd84b5082a61d3b5147702a/Influencer_PR_Kit_VIP_7.jpg" data-mid="166814588" border="0" src="https://freight.cargo.site/w/1000/i/6bc5ec77d91ddedc2a4bf220f076efd5e0e38907afd84b5082a61d3b5147702a/Influencer_PR_Kit_VIP_7.jpg" /> Product Superiority The Vault LA Installation <img width="1600" height="1067" width_o="1600" height_o="1067" data-src="https://freight.cargo.site/t/original/i/1c9effbfe494b7fad9c33ff09813df12a8d9c9f21ee4158265e26bf4f79f1bbb/IMG_5707.JPG" data-mid="166816384" border="0" src="https://freight.cargo.site/w/1000/i/1c9effbfe494b7fad9c33ff09813df12a8d9c9f21ee4158265e26bf4f79f1bbb/IMG_5707.JPG" /> <img width="1600" height="1067" width_o="1600" height_o="1067" data-src="https://freight.cargo.site/t/original/i/e562a377aadccc3f5ba0a35ac4f8bb9b670f16340dc90c9abb90b2b51ce4e38c/IMG_5708.JPG" data-mid="166816385" border="0" src="https://freight.cargo.site/w/1000/i/e562a377aadccc3f5ba0a35ac4f8bb9b670f16340dc90c9abb90b2b51ce4e38c/IMG_5708.JPG" /> <img width="1600" height="1057" width_o="1600" height_o="1057" data-src="https://freight.cargo.site/t/original/i/eda3ca3df74b097b3f2ad09eb68ae74bb127a18cbcc18bf1a99ea163f7ede755/IMG_5709.JPG" data-mid="166816387" border="0" src="https://freight.cargo.site/w/1000/i/eda3ca3df74b097b3f2ad09eb68ae74bb127a18cbcc18bf1a99ea163f7ede755/IMG_5709.JPG" /> <img width="1600" height="1067" width_o="1600" height_o="1067" data-src="https://freight.cargo.site/t/original/i/b1f31fa5313047efdb0f3c0886bc285417d9873def83d0e11b5e9fa2ddf9b962/IMG_5711.JPG" data-mid="166816388" border="0" src="https://freight.cargo.site/w/1000/i/b1f31fa5313047efdb0f3c0886bc285417d9873def83d0e11b5e9fa2ddf9b962/IMG_5711.JPG" /> <img width="1600" height="1067" width_o="1600" height_o="1067" data-src="https://freight.cargo.site/t/original/i/3303df73373ecaa204a3445a5bd3961cfb703becbcb213af83f4283447c70cb5/IMG_5712.JPG" data-mid="166816389" border="0" src="https://freight.cargo.site/w/1000/i/3303df73373ecaa204a3445a5bd3961cfb703becbcb213af83f4283447c70cb5/IMG_5712.JPG" /> <img width="1600" height="1067" width_o="1600" height_o="1067" data-src="https://freight.cargo.site/t/original/i/ed75de273acae2c54ce0ace895b306450d76468e6750d74bbe47cba5fa31e330/IMG_5706.JPG" data-mid="166816383" border="0" src="https://freight.cargo.site/w/1000/i/ed75de273acae2c54ce0ace895b306450d76468e6750d74bbe47cba5fa31e330/IMG_5706.JPG" /> Nike Basketball BCD: Colin Leary BCM: Tony Hellberg DD:&nbsp; Andy Pawlowski DP:&nbsp; Brian Aster BD:&nbsp; David Creech / Corey Stephens /&nbsp;David Brady PR:&nbsp; Rhona Marr BMD: Melvin Lenzy SM:&nbsp; Nico Harrison Wieden+Kennedy PDXCW: Brock Kirby AD: Sezay Altinok CD: Ryan O'Rourke / Alberto Ponte DC: Dan Viens AS: Ryan Johnson AE: Liam Doherty Director: Jody Hill Index https://colinleary.cargo.site/On-Run-for-each-other-1 Thu, 19 Jan 2023 22:09:05 +0000 Colin D. Leary | Portfolio https://colinleary.cargo.site/On-Run-for-each-other-1 On&nbsp;2022 TnF World Championships “Run for each other.”&nbsp; On is not looking for one runner. <img width="1280" height="730" width_o="1280" height_o="730" data-src="https://freight.cargo.site/t/original/i/614d0eced1933585a0404d35318fec1f3fc4a486eca29a4db037cf1c78c0be3b/ON_RFEO_keyframe_4-Large.png" data-mid="165447246" border="0" src="https://freight.cargo.site/w/1000/i/614d0eced1933585a0404d35318fec1f3fc4a486eca29a4db037cf1c78c0be3b/ON_RFEO_keyframe_4-Large.png" /> <img width="1280" height="720" width_o="1280" height_o="720" data-src="https://freight.cargo.site/t/original/i/17c9a12f0b3b29ed1cff4b8b20dcb3c80330e00bf5a721ec8d2579a0b7e3c939/ON_RFEO_keyframe_2-Large.png" data-mid="165447244" border="0" src="https://freight.cargo.site/w/1000/i/17c9a12f0b3b29ed1cff4b8b20dcb3c80330e00bf5a721ec8d2579a0b7e3c939/ON_RFEO_keyframe_2-Large.png" /> <img width="1280" height="730" width_o="1280" height_o="730" data-src="https://freight.cargo.site/t/original/i/127b15b500dcd54b0ce71e6bf62043978f2f2fe2ebc1bb759ad86867e7891246/ON_RFEO_keyframe_6-Large.png" data-mid="165447248" border="0" src="https://freight.cargo.site/w/1000/i/127b15b500dcd54b0ce71e6bf62043978f2f2fe2ebc1bb759ad86867e7891246/ON_RFEO_keyframe_6-Large.png" /> <img width="1280" height="730" width_o="1280" height_o="730" data-src="https://freight.cargo.site/t/original/i/9c434c64925d62bcf7fb09c892c2300f35035ff5eff0949e0f94f42a0437508d/ON_RFEO_keyframe_1-Large.png" data-mid="165447243" border="0" src="https://freight.cargo.site/w/1000/i/9c434c64925d62bcf7fb09c892c2300f35035ff5eff0949e0f94f42a0437508d/ON_RFEO_keyframe_1-Large.png" /> <img width="1280" height="730" width_o="1280" height_o="730" data-src="https://freight.cargo.site/t/original/i/67206537c19c1dce72a2fcd0f57598630b8cb28dcdc0cd7b74f101914d18caaa/ON_RFEO_keyframe_5-Large.png" data-mid="165447247" border="0" src="https://freight.cargo.site/w/1000/i/67206537c19c1dce72a2fcd0f57598630b8cb28dcdc0cd7b74f101914d18caaa/ON_RFEO_keyframe_5-Large.png" /> <img width="1280" height="486" width_o="1280" height_o="486" data-src="https://freight.cargo.site/t/original/i/7dc59536b7da20ab01ed2946350f4700a07a9d0960981e9f44573f3a47d22145/ON_RFEO_keyframe_3-Large.png" data-mid="165447245" border="0" src="https://freight.cargo.site/w/1000/i/7dc59536b7da20ab01ed2946350f4700a07a9d0960981e9f44573f3a47d22145/ON_RFEO_keyframe_3-Large.png" /> <img width="783" height="391" width_o="783" height_o="391" data-src="https://freight.cargo.site/t/original/i/ccb4fdb4190fa07c1f0341d0f4f6f97fada1d2b85be52b8d110515097222b1b9/On--Run-for-each-other.-high-2.gif" data-mid="167781393" border="0" src="https://freight.cargo.site/w/783/i/ccb4fdb4190fa07c1f0341d0f4f6f97fada1d2b85be52b8d110515097222b1b9/On--Run-for-each-other.-high-2.gif" /> Levity CreativeMD/CD/EP: Colin LearyCD: Oliver DeVitre&nbsp; Director: Mischa Meyer Index https://colinleary.cargo.site/Ground-News-Positioning-Identity Tue, 31 Jan 2023 23:41:17 +0000 Colin D. Leary | Portfolio https://colinleary.cargo.site/Ground-News-Positioning-Identity <img width="1200" height="673" width_o="1200" height_o="673" data-src="https://freight.cargo.site/t/original/i/d3b8820c81285baf0a4a4d83409e9a6e68ce420e297905523c0fde34da6f48a4/Grounded_B_News.png" data-mid="166834466" border="0" src="https://freight.cargo.site/w/1000/i/d3b8820c81285baf0a4a4d83409e9a6e68ce420e297905523c0fde34da6f48a4/Grounded_B_News.png" /> Positioning, Strategy, Creative Direction, Identity, Product Design Positioned for Growth Today, Ground News has implemented the design and is executing the playbook flawlessly. Since re-brand and redesign launch, subscription growth has accelerated by factor of 4. <img width="2654" height="1456" width_o="2654" height_o="1456" data-src="https://freight.cargo.site/t/original/i/30a01c2451e5c1139c2959fa18afcf5b51fd976a541ce42876f9cba25cf9dc21/Screenshot-2023-05-11-at-4.32.52-PM.png" data-mid="179223537" border="0" src="https://freight.cargo.site/w/1000/i/30a01c2451e5c1139c2959fa18afcf5b51fd976a541ce42876f9cba25cf9dc21/Screenshot-2023-05-11-at-4.32.52-PM.png" /> <img width="2656" height="1038" width_o="2656" height_o="1038" data-src="https://freight.cargo.site/t/original/i/66e03b8386a641b4d74f133d2274df862b65de6c5ab04ac4716a906582b07dd1/Screenshot-2023-05-11-at-4.34.21-PM.png" data-mid="179223795" border="0" src="https://freight.cargo.site/w/1000/i/66e03b8386a641b4d74f133d2274df862b65de6c5ab04ac4716a906582b07dd1/Screenshot-2023-05-11-at-4.34.21-PM.png" /><img width="2650" height="1658" width_o="2650" height_o="1658" data-src="https://freight.cargo.site/t/original/i/bbc3a3a89569ebd9ca9a630a143114e29ea295499a768b1f0057fa42a3dc3b6b/Screenshot-2023-05-11-at-4.33.25-PM.png" data-mid="179224520" border="0" src="https://freight.cargo.site/w/1000/i/bbc3a3a89569ebd9ca9a630a143114e29ea295499a768b1f0057fa42a3dc3b6b/Screenshot-2023-05-11-at-4.33.25-PM.png" /> The Challenge Ground News came to Levity in need of help transitioning from the early traction of an incredible, much needed product, to becoming a perennial player in a highly mature, saturated, and complex news and media industry. Our goal was to find the nerve center of the issue of our times - media bias, misinformation, echo chambers, confirmation bias... In doing we would need to overhaul and create a brand and experience built to weather the look-a-like and tangental competition as well as inevitable cultural and behavioral shifts overtime. Going deep, we identified the root of today’s problem with news, the current and future consumer muse, segmenting out and creating messaging hierarchy as well as establishing a Brand Positioning and Proposition that in it’s nature was scalable for the Brand’s future growth. <img width="2158" height="1216" width_o="2158" height_o="1216" data-src="https://freight.cargo.site/t/original/i/02fb2bef72662c9e59e723f7883c16de491e83553d8fbe1dcc0475f7857ca53e/Screen-Shot-2021-10-13-at-5.39.03-PM.png" data-mid="166834587" border="0" src="https://freight.cargo.site/w/1000/i/02fb2bef72662c9e59e723f7883c16de491e83553d8fbe1dcc0475f7857ca53e/Screen-Shot-2021-10-13-at-5.39.03-PM.png" /> <img width="2162" height="1216" width_o="2162" height_o="1216" data-src="https://freight.cargo.site/t/original/i/e8cd9a22e7db2bca435d0b338eeecab1504054d205be946f625152ead253bf6e/Screen-Shot-2021-10-13-at-5.39.59-PM.png" data-mid="166834590" border="0" src="https://freight.cargo.site/w/1000/i/e8cd9a22e7db2bca435d0b338eeecab1504054d205be946f625152ead253bf6e/Screen-Shot-2021-10-13-at-5.39.59-PM.png" /> Insight&nbsp;Freedom of Thought&nbsp;is on the line. Our capacity for critical thinking, is compromised.&nbsp;We started with idea that Freedom of Democracy was at issue, but diving deeper, we understood this to be too limiting for brand set on scaling globally. Insight identified and still very much immersed in Ground’s world and observing culture at large we honed in on what the brand was fighting for: Media Literacy. And yes, you dont fight against something, you fight for something. Media Literacy gave us fertile ground to explore opportunities for Ground to scale over-time. For example, partnerships with universities and institutions of higher learner. As a strategy this would also raise awarness, but cement Ground as go to source for news for up and coming generations.&nbsp; Positioning&nbsp; The World's First Information Utility With purpose and a new positioning in place, the rest of the Brand Foundations flowed freely. Equipping their readers with diverse perspectives across the political spectrum and providing bias ratings for news outlets and their stories alike -&nbsp;we challenged our design partner’s, Ralston Studios, to create and design a new brand identity for this informed news consumer. <img width="2648" height="1558" width_o="2648" height_o="1558" data-src="https://freight.cargo.site/t/original/i/13a97533a516a6c69973f1c2cb63803179e977add9c3e7bfe10f7945b9cfd717/Screenshot-2023-05-11-at-4.39.18-PM.png" data-mid="179223800" border="0" src="https://freight.cargo.site/w/1000/i/13a97533a516a6c69973f1c2cb63803179e977add9c3e7bfe10f7945b9cfd717/Screenshot-2023-05-11-at-4.39.18-PM.png" /> <img width="2660" height="1006" width_o="2660" height_o="1006" data-src="https://freight.cargo.site/t/original/i/898171933a8ebd56732571e1031f56054a29b6c469b0a9d4eb0d21c46fbb4efc/Screenshot-2023-05-11-at-4.33.45-PM.png" data-mid="179223798" border="0" src="https://freight.cargo.site/w/1000/i/898171933a8ebd56732571e1031f56054a29b6c469b0a9d4eb0d21c46fbb4efc/Screenshot-2023-05-11-at-4.33.45-PM.png" /> With Levity oversight, Chris Ralston set to work reimaging a new visual identity with the aid of Corey Upton, and designing a web and app experience that reflected Ground's newly refined mission to “Well-inform the world.” &nbsp; &nbsp; &nbsp; On a Mission to&nbsp;Well-Inform the World. &nbsp; &nbsp; &nbsp; That was just the start, once cracking the code, we penned the Marketing Playbook and defined launch - for the first comparative news platform created to help readers think freely about the issues of our times. <img width="2246" height="1500" width_o="2246" height_o="1500" data-src="https://freight.cargo.site/t/original/i/149b62a6cbf09f28e5a1f268dd5e9d3c4dddec5c4430f45505e62e3c7168bf8b/Screen-Shot-2021-09-27-at-4.13.30-PM.png" data-mid="166834584" border="0" src="https://freight.cargo.site/w/1000/i/149b62a6cbf09f28e5a1f268dd5e9d3c4dddec5c4430f45505e62e3c7168bf8b/Screen-Shot-2021-09-27-at-4.13.30-PM.png" /> <img width="1512" height="2016" width_o="1512" height_o="2016" data-src="https://freight.cargo.site/t/original/i/2fd8bb136e5a65f9bfb0bc87e6f23c65c57b15c656be1c7097476f300c07b6fd/PhotoRoom_20230131_174410.png" data-mid="166840602" border="0" src="https://freight.cargo.site/w/1000/i/2fd8bb136e5a65f9bfb0bc87e6f23c65c57b15c656be1c7097476f300c07b6fd/PhotoRoom_20230131_174410.png" /> <img width="1512" height="2016" width_o="1512" height_o="2016" data-src="https://freight.cargo.site/t/original/i/1a510fd79a732fdfd0b02cf6a114e88dedb6284dd848abe55225455fa2cd7f71/PhotoRoom_20230131_174434.png" data-mid="166840603" border="0" src="https://freight.cargo.site/w/1000/i/1a510fd79a732fdfd0b02cf6a114e88dedb6284dd848abe55225455fa2cd7f71/PhotoRoom_20230131_174434.png" /> <img width="1512" height="2016" width_o="1512" height_o="2016" data-src="https://freight.cargo.site/t/original/i/985f1be66142a6c40d50bb750e2906f0e7c1872c3908e796ff78bda686affe0f/PhotoRoom_20230131_174336.png" data-mid="166840601" border="0" src="https://freight.cargo.site/w/1000/i/985f1be66142a6c40d50bb750e2906f0e7c1872c3908e796ff78bda686affe0f/PhotoRoom_20230131_174336.png" /> <img width="2730" height="2614" width_o="2730" height_o="2614" data-src="https://freight.cargo.site/t/original/i/1f79cfd6ef904a02adb9dcdb77990024b8d56d71dc79e2f018a3b5bcc47e8cf3/Screen-Shot-2022-09-09-at-2.02.20-PM.png" data-mid="166835161" border="0" src="https://freight.cargo.site/w/1000/i/1f79cfd6ef904a02adb9dcdb77990024b8d56d71dc79e2f018a3b5bcc47e8cf3/Screen-Shot-2022-09-09-at-2.02.20-PM.png" /> Today, Ground News has implemented the design and is executing the playbook flawlessly. Since re-brand and redesign launch, subscription growth has accelerated by factor of 4. <img width="2644" height="1558" width_o="2644" height_o="1558" data-src="https://freight.cargo.site/t/original/i/6b07a7cf4a83d6a938e85058fcfac16b7564589ed5a2ebdeb751aedaed61549f/Screenshot-2023-05-11-at-4.37.06-PM.png" data-mid="179225142" border="0" src="https://freight.cargo.site/w/1000/i/6b07a7cf4a83d6a938e85058fcfac16b7564589ed5a2ebdeb751aedaed61549f/Screenshot-2023-05-11-at-4.37.06-PM.png" /> <img width="1264" height="2560" width_o="1264" height_o="2560" data-src="https://freight.cargo.site/t/original/i/c97bce87f74e9f7d7fdeadd7f1ed0cac71489367334eb22d7c33f4114a5a5b87/pasted-image-3.jpeg" data-mid="179225183" border="0" data-scale="83" src="https://freight.cargo.site/w/1000/i/c97bce87f74e9f7d7fdeadd7f1ed0cac71489367334eb22d7c33f4114a5a5b87/pasted-image-3.jpeg" /> <img width="2010" height="1444" width_o="2010" height_o="1444" data-src="https://freight.cargo.site/t/original/i/e522b286c2cab21b5e874d90eefa49d122a18841d83ceaa2cd53dfb91815cb66/pasted-image.jpeg" data-mid="167605985" border="0" src="https://freight.cargo.site/w/1000/i/e522b286c2cab21b5e874d90eefa49d122a18841d83ceaa2cd53dfb91815cb66/pasted-image.jpeg" /> Target Readership, Insights, Segmentation, Messaging <img width="3022" height="1418" width_o="3022" height_o="1418" data-src="https://freight.cargo.site/t/original/i/d000d916c7d4021e700d3cd04bf135dbcf2c999a2fe2ca50439814a76ebfa79c/Screen-Shot-2021-10-13-at-11.19.10-PM.png" data-mid="183491475" border="0" src="https://freight.cargo.site/w/1000/i/d000d916c7d4021e700d3cd04bf135dbcf2c999a2fe2ca50439814a76ebfa79c/Screen-Shot-2021-10-13-at-11.19.10-PM.png" /> Brand and Creative Strategy - Colin Leary Brand Identity, Art Direction, Product Design - Chris Ralston Design - Corey Upton Index https://colinleary.cargo.site/Write-The-Future Thu, 19 Jan 2023 23:13:23 +0000 Colin D. Leary | Portfolio https://colinleary.cargo.site/Write-The-Future Nike World Cup 2010 South Africa Brand Statement “Write The Future” Culmination of 18-month consumer journey our 3-min anthemic film is a thrilling ride playing with the signifigance of waht players do on the field and the ripple effects off of it. &nbsp; Anthem&nbsp; &nbsp; Anthem: 20M views in 1st 5 weeks. Won 59 global awards, including Cannes Grand Prix. 1st ever film debut through Facebook. Combined with launch of “The Chance”, 75,000 global submissions, Digital driven Consumer Response and Life Center OOH take-over won on the ground and over the internets, “awakening a giant” and catalyzing @nikefootball community. (HBR Article.) Key Visuals <img width="560" height="280" width_o="560" height_o="280" data-src="https://freight.cargo.site/t/original/i/6637c3392e0fb0ca23817a8e6bb54ad79840b8915c675f4fe0eb07446505cadd/nikefootballfuture7.jpg" data-mid="165351210" border="0" src="https://freight.cargo.site/w/560/i/6637c3392e0fb0ca23817a8e6bb54ad79840b8915c675f4fe0eb07446505cadd/nikefootballfuture7.jpg" /> <img width="560" height="280" width_o="560" height_o="280" data-src="https://freight.cargo.site/t/original/i/52f5a97d50c4f33f5600384dcfcc18e634b523335887a90e184bf04596aae693/nikefootballfuture5.jpg" data-mid="165351251" border="0" src="https://freight.cargo.site/w/560/i/52f5a97d50c4f33f5600384dcfcc18e634b523335887a90e184bf04596aae693/nikefootballfuture5.jpg" /> <img width="560" height="280" width_o="560" height_o="280" data-src="https://freight.cargo.site/t/original/i/7b02779228524fa5d7cfecdd83f6dbaab2d8abbc7fd9205478b7bdf2645e7823/nikefootballfuture3.jpg" data-mid="165351196" border="0" src="https://freight.cargo.site/w/560/i/7b02779228524fa5d7cfecdd83f6dbaab2d8abbc7fd9205478b7bdf2645e7823/nikefootballfuture3.jpg" /> <img width="2546" height="1270" width_o="2546" height_o="1270" data-src="https://freight.cargo.site/t/original/i/c704fe1f3c3fc4d3a3b137600ed16db6db57e84c9ac6e805d508d1595781018e/Screen-Shot-2023-01-19-at-8.35.06-PM.png" data-mid="165351258" border="0" data-scale="75" src="https://freight.cargo.site/w/1000/i/c704fe1f3c3fc4d3a3b137600ed16db6db57e84c9ac6e805d508d1595781018e/Screen-Shot-2023-01-19-at-8.35.06-PM.png" /> Consumer Response “Phygital” Case Study Win 60s, 30s, 15s, Teasers BEAVERTON, Ore. (May 20, 2010) – NIKE, Inc. (NYSE:NKE) today unveils an action-packed film that brings together some of the world’s greatest players to inspire football lovers and sports fans around the world. The epic three-minute “Write the Future” film takes people on a journey that dramatically captures that one moment when headlines are written from a single pass, or one strike can bring a nation eternal happiness, while bringing others to their knees. Some of the world’s best players, including Cristiano Ronaldo, Didier Drogba, Wayne Rooney, Fabio Cannavaro, Franck Ribery, Andres Iniesta, Cesc Fabregas, Theo Walcott, Patrice Evra, Gerard Pique, Ronaldinho, Landon Donovan, Tim Howard and Thiago Silva are featured. Special guest cameos are made by tennis legend Roger Federer and basketball superstar Kobe Bryant. Homer Simpson completes the star-studded cast of appearances. The film will be shown on TV for the first time on May 22nd during the European Club Final. Directed by renowned Hollywood director and producer Alejandro G. Iñarritu (21 Grams, Babel), this epic football journey unfolds through a match of goal line clearances, game-winning tackles and lightning footwork that literally send a ripple effect across the world. Football fans around the world will be able to experience the full three-minute film online at nikefootball.com from May 20th at 6pm GMT before it rolls out through global partnerships with Facebook, YouTube and QQ.com on Saturday the 22nd. The spot will then air across 32 countries, sharing the campaign with millions of fans around the world on May 22nd. This marks the first stage of a journey that will ultimately see fans around the world write their own future through experiences that put them at the center of the action. In June fans will be able to live like their heroes through a unique experience on nikefootball.com that generates ripple videos and visuals from their own photos and information, placing them at the center stage. Footballers can then use this creative to build their own Facebook campaign to get noticed and selected for “The Chance” - an elite Nike Academy football camp in partnership with the Barclays Premier League in England that allows players to get scouted and get noticed at the highest level of the game. “This epic campaign really captures the scale, emotion and impact that one single moment in a football game can have on a player, fan or nation,” said Davide Grasso, NIKE, Vice President of Global Football Marketing. “This is just the beginning of the journey. The next stage allows everyone who loves football to engage and interact in an incredible way.” The story starts when the viewer is drawn into the heat of battle on the pitch as a ball drops from the air into the path of Didier Drogba. As the world holds its collective breath, Drogba picks his way through sliding defenders and expertly chips the goalkeeper – wild celebrations commence across Africa. But they are curtailed at the last second as Fabio Cannavaro makes a stunning overhead goal line clearance. This game-changing moment propels Cannavaro to pop culture icon complete with television chat show appearances and song dedicated to his moment of brilliance. Other global football stars including Wayne Rooney experience how a moment on the pitch can last forever. In one scene, the England striker sees an intercepted pass picked up by midfielder Franck Ribery. The ensuing impact brings a nation to its knees and leaves us to imagine Rooney’s destroyed career and his life as a groundsman, living in a caravan, with Ribery’s image looming large above him on a giant billboard. Fast forward, and Rooney relives the moment, sprints after Ribery and wins the ball back. Personal and national pride restored, we see him receiving a knighthood, with headline-grabbing plaudits, a maternity room full of little Waynes and an effortless table-tennis defeat of Roger Federer. The Rooney ripple effect comes full circle. Similarly, Cristiano Ronaldo is fouled in a game, and as he prepares to take a vital free-kick for Portugal, we flash forward to see the ripple effect if he scores; a stadium named in his honour and a Film Premiere for a movie of his life. “Every touch you have in a game has the ability to change the entire course of not just those 90 minutes, but your entire tournament or season,” said Cristiano Ronaldo. “One touch of the ball can be an opportunity to leave your mark on the game and write your own future, or equally a moment missed, that creates a legacy for your opponent with their fans.” Also unveiled is Nike’s supercharged Elite Series football boots providing new levels of performance for players during the tournament. Nike’s Mercurial Vapor SuperFly II, CTR360 Maestri, Total90 Laser III and Tiempo Legend III all feature a new performance upper to improve on-field visibility and a reengineered outsole to deliver lightweight performance for every style of player. The Elite Series is available to players at all levels and also incorporates Nike Football+, which features exclusive insider access to the world’s best coaches, players and teams for total game improvement. To see the Nike “Write the Future” campaign first, fans can sign up at Nike Facebook and nikefootball.com. All four Elite Series boots to be worn by Nike players in South Africa, the Nike Mercurial Vapor SuperFly II, Nike CTR360 Maestri, Nike Total90 Laser III and Nike Tiempo Legend III, are available at retail and at www.nikestore.com as of May 22, 2010. About NikeNIKE, Inc. based near Beaverton, Oregon, is the world's leading designer, marketer and distributor of authentic athletic footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities. Wholly-owned Nike subsidiaries include Cole Haan, which designs, markets and distributes luxury shoes, handbags, accessories and coats; Converse Inc., which designs, markets and distributes athletic footwear, apparel and accessories; Hurley International LLC, which designs, markets and distributes action sports and youth lifestyle footwear, apparel and accessories; and Umbro Ltd., a leading United Kingdom-based global football (soccer) brand. For more information, visit www.nikeinc.com. About Nike Football+Nike Football+ gives footballers insider access to the world’s best coaches, players and teams for total game improvement. People who purchase a new pair of Nike boots receive a unique user code that unlocks the full Nike Football+ program at nikefootball.com. They will receive all the benefits of Nike Football+ access at no added cost. The code will also provide access to future Nike Football+ programs that help players improve their game and win. Nike Football+ is available as an app for the iPhone and iPod Touch on iTunes and via the mobile web on all WAP-enabled handsets. Credits: Player and Appearances: Cristiano Ronaldo, Didier Drogba, Wayne Rooney, Fabio Cannavaro, Franck Ribery, Andres Iniesta, Cesc Fabregas, Theo Walcott, Patrice Evra, Gerard Pique, Ronaldinho, Landon Donovan, Tim Howard and Thiago Silva Appearances by Roger Federer, Kobe Bryant and Homer Simpson Nike Global Football BC: Colin Leary BC: Enrico Balleri DD: Jesse Stollak / Mario Turza BD:&nbsp;Andy Walker / Gary Horton / Kevin Coatman / Dona Abuf Media: Mike Cookson / Pedro Planas Rabat Wieden+Kennedy Ams CD: Mark Bernath / Eric Quennoy CD: Stuart Harkness / Freddie Powell AD: Pierre Janneau AP: Elissa Singstock / Oliver Klonhammer AS: Jordi Pont / David Anson AP: Dan Hill Director: Alejandro González Iñárritu Production Company: Independent Films London / Anonymous Content Music: Hocus Pocus by Focus Index https://colinleary.cargo.site/System2-Positioning-Identity Tue, 16 May 2023 22:55:42 +0000 Colin D. Leary | Portfolio https://colinleary.cargo.site/System2-Positioning-Identity System2 FitnessBrand Positioning, Voice, Identity, Creative Direction, Ux/Ui When System2 approached us, it was clear they needed help in a highly competitive and decidedly relevant space. The tech was new and very exciting in our eyes, but complex and potentially off-putting. That and the uphill battle S2 would face against a very mature and saturated market was jsut the challenge we welcomed. &nbsp;From offerings, to messaging, to visual identities, a sea of sameness pervades the sport and fitness world. Big bold type with elite and glossy imagery was not only a recipe for being overlooked, but it had become a dated approach, out of step with today’s culture of wholistic wellness, mindfulness and above all realness. <img width="1522" height="1006" width_o="1522" height_o="1006" data-src="https://freight.cargo.site/t/original/i/5d3682864652bc18c676ea951ce5f61b712741a9c0c66ed08956aa61bc86efc8/Screen-Shot-2021-09-27-at-3.53.26-PM-3.png" data-mid="178996625" border="0" src="https://freight.cargo.site/w/1000/i/5d3682864652bc18c676ea951ce5f61b712741a9c0c66ed08956aa61bc86efc8/Screen-Shot-2021-09-27-at-3.53.26-PM-3.png" /> After an initial immersion, we concluded that: &nbsp;The&nbsp;world didn’t need another fitness app, The world needed better, more personal relationships. System2 saw the difference in this “positioning pivot,” understanding quickly that they weren’t in the Fitness nor Personal Training business, but the Relationships business - Real Fitness Relationships. This key differentiator also opened Founder and CEO, Dillan Dane’s eyes to new scalability he hadn’t yet realised. Real Fitness Relationships Given the challenge of an AI powered app, humanizing the brand’s persona was key. Not only did this impactful shift allow us to bring a more contemporary look and feel for the brand to cut through with, but also a more human one too. <img width="1246" height="822" width_o="1246" height_o="822" data-src="https://freight.cargo.site/t/original/i/bd051be2660920a1953cfae6ef4ed92e090a2cbb6c57e21df62a028f38a518a0/Screen-Shot-2021-09-27-at-3.52.56-PM.png" data-mid="178996631" border="0" src="https://freight.cargo.site/w/1000/i/bd051be2660920a1953cfae6ef4ed92e090a2cbb6c57e21df62a028f38a518a0/Screen-Shot-2021-09-27-at-3.52.56-PM.png" /><img width="1856" height="1044" width_o="1856" height_o="1044" data-src="https://freight.cargo.site/t/original/i/7950b3782b7c50d6a61c8c622a860cb786eb1458e388734c7f73dfe6c8112457/Screenshot-2023-05-16-at-4.00.09-PM.png" data-mid="178996932" border="0" data-scale="68" src="https://freight.cargo.site/w/1000/i/7950b3782b7c50d6a61c8c622a860cb786eb1458e388734c7f73dfe6c8112457/Screenshot-2023-05-16-at-4.00.09-PM.png" /><img width="3356" height="1936" width_o="3356" height_o="1936" data-src="https://freight.cargo.site/t/original/i/e21c85c98321aa69cb3f2b6f1c44688c26b16e8e29039bb6d9a83ae60b25fe93/Screen-Shot-2021-09-27-at-3.52.00-PM.png" data-mid="178996629" border="0" data-scale="68" src="https://freight.cargo.site/w/1000/i/e21c85c98321aa69cb3f2b6f1c44688c26b16e8e29039bb6d9a83ae60b25fe93/Screen-Shot-2021-09-27-at-3.52.00-PM.png" /><img width="3358" height="1884" width_o="3358" height_o="1884" data-src="https://freight.cargo.site/t/original/i/d1358641eac9dcfd5f3ad3187c5d633c495ae00cd9ccd871ad9c2125f4b8e424/Screen-Shot-2021-09-27-at-3.57.06-PM.png" data-mid="178996628" border="0" data-scale="68" src="https://freight.cargo.site/w/1000/i/d1358641eac9dcfd5f3ad3187c5d633c495ae00cd9ccd871ad9c2125f4b8e424/Screen-Shot-2021-09-27-at-3.57.06-PM.png" /> Levity Creative Strategy and CD: Colin Leary Design: Chris Ralston https://colinleary.cargo.site/Dare-To-Be-Brazilian Thu, 19 Jan 2023 22:09:05 +0000 Colin D. Leary | Portfolio https://colinleary.cargo.site/Dare-To-Be-Brazilian Nike&nbsp;World Cup 2014 Dare To Be Brazilian / Ouse Ser Brasiliero Anthem -&nbsp;“No One Plays Like Us / Niguem Joga Como A Gente” In a country known for turning football into an art form, we celebrated the Brazilian style of play with the launch of “Dare to be Brazilian”. The film highlights the players' unique styles and attitudes on the pitch and gave fans a taste of how the game is played through their mind. <img width="468" height="694" width_o="468" height_o="694" data-src="https://freight.cargo.site/t/original/i/58e03bb73c0556116e3282695cb3bcb2749fad5d3a01bc8766b95786a0d7ecd5/nike-ouse-ser-brasileiro-1.jpeg.jpeg" data-mid="165352820" border="0" src="https://freight.cargo.site/w/468/i/58e03bb73c0556116e3282695cb3bcb2749fad5d3a01bc8766b95786a0d7ecd5/nike-ouse-ser-brasileiro-1.jpeg.jpeg" /> <img width="491" height="694" width_o="491" height_o="694" data-src="https://freight.cargo.site/t/original/i/c6ccb3fab1d85e9367983c25f1a145b790d8a045801129e297c68ddc741736cc/nike-ouse-ser-brasileiro-5.jpeg.jpeg" data-mid="165352824" border="0" src="https://freight.cargo.site/w/491/i/c6ccb3fab1d85e9367983c25f1a145b790d8a045801129e297c68ddc741736cc/nike-ouse-ser-brasileiro-5.jpeg.jpeg" /> <img width="491" height="694" width_o="491" height_o="694" data-src="https://freight.cargo.site/t/original/i/752063eaa33fa4a5abb5584d787e85f0fdd65f861431829b564028facb6996ba/nike-ouse-ser-brasileiro-6.jpeg.jpeg" data-mid="165352825" border="0" src="https://freight.cargo.site/w/491/i/752063eaa33fa4a5abb5584d787e85f0fdd65f861431829b564028facb6996ba/nike-ouse-ser-brasileiro-6.jpeg.jpeg" /> <img width="491" height="694" width_o="491" height_o="694" data-src="https://freight.cargo.site/t/original/i/1f2b235de0c047aea31c56f89a7643c500a0f9e3f62d969e8e646c1bb21b0ab4/nike-ouse-ser-brasileiro-4.jpeg.jpeg" data-mid="165352823" border="0" src="https://freight.cargo.site/w/491/i/1f2b235de0c047aea31c56f89a7643c500a0f9e3f62d969e8e646c1bb21b0ab4/nike-ouse-ser-brasileiro-4.jpeg.jpeg" /> <img width="325" height="460" width_o="325" height_o="460" data-src="https://freight.cargo.site/t/original/i/bd1480f4526f44854987e7756acd08c105775fd60667c6ecf4143cc8809b0b8c/ninguem-image.jpg" data-mid="165352826" border="0" src="https://freight.cargo.site/w/325/i/bd1480f4526f44854987e7756acd08c105775fd60667c6ecf4143cc8809b0b8c/ninguem-image.jpg" /> <img width="491" height="694" width_o="491" height_o="694" data-src="https://freight.cargo.site/t/original/i/55eb99d619368f1f20c7ad38f56c5b14135de05b867aeb6eecb006dd890c3cd8/nike-ouse-ser-brasileiro-3.jpeg.jpeg" data-mid="165352822" border="0" src="https://freight.cargo.site/w/491/i/55eb99d619368f1f20c7ad38f56c5b14135de05b867aeb6eecb006dd890c3cd8/nike-ouse-ser-brasileiro-3.jpeg.jpeg" /> <img width="491" height="694" width_o="491" height_o="694" data-src="https://freight.cargo.site/t/original/i/3789e22d6bd33fb34768c67fa364937c853a881806e191d6219d0f5e62a1a8ce/nike-ouse-ser-brasileiro-2.jpeg.jpeg" data-mid="165352821" border="0" src="https://freight.cargo.site/w/491/i/3789e22d6bd33fb34768c67fa364937c853a881806e191d6219d0f5e62a1a8ce/nike-ouse-ser-brasileiro-2.jpeg.jpeg" /> <img width="739" height="415" width_o="739" height_o="415" data-src="https://freight.cargo.site/t/original/i/e2555dd1ede98e0a81ff54cd6690248d99039f89d544f0f323521eb724a570a7/Nike--Dare-to-be-Brazilian-_-Ouse-See-Brasileiro-high-2.gif" data-mid="167893761" border="0" data-scale="77" src="https://freight.cargo.site/w/739/i/e2555dd1ede98e0a81ff54cd6690248d99039f89d544f0f323521eb724a570a7/Nike--Dare-to-be-Brazilian-_-Ouse-See-Brasileiro-high-2.gif" /> <img width="1340" height="893" width_o="1340" height_o="893" data-src="https://freight.cargo.site/t/original/i/29bc299e1a239bf2f640725df2395bc9134525a6aba6d8290aaad011be58d732/image-asset.jpeg" data-mid="165352818" border="0" src="https://freight.cargo.site/w/1000/i/29bc299e1a239bf2f640725df2395bc9134525a6aba6d8290aaad011be58d732/image-asset.jpeg" /> <img width="1500" height="1000" width_o="1500" height_o="1000" data-src="https://freight.cargo.site/t/original/i/6714cc35e392a4b06f2dc201dca155f680823ef635524c995ce06095a5eb0013/image-asset-2.jpeg" data-mid="165352813" border="0" data-scale="63" 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data-src="https://freight.cargo.site/t/original/i/0334a4048056245b305a42831cdeaa0f7fb7135ec1a3f6fab8ab0a27edff9608/Screen-Shot-2021-06-29-at-12-1.14.08-PM.png" data-mid="165440586" border="0" src="https://freight.cargo.site/w/1000/i/0334a4048056245b305a42831cdeaa0f7fb7135ec1a3f6fab8ab0a27edff9608/Screen-Shot-2021-06-29-at-12-1.14.08-PM.png" /><img width="1500" height="946" width_o="1500" height_o="946" data-src="https://freight.cargo.site/t/original/i/98057f5defc053b93c3fdde57b583a0b4ed85c6b8709022b5146d9f060936088/STYLEFRAME_03.jpg" data-mid="165440598" border="0" src="https://freight.cargo.site/w/1000/i/98057f5defc053b93c3fdde57b583a0b4ed85c6b8709022b5146d9f060936088/STYLEFRAME_03.jpg" /> Nike BrazilBCD: Colin LearyBCM: Barbara CasaraDP:&nbsp; Rafael Paes / Pedro Bergamo / Pedro MarquezBMD: Joao Chueiri / Tim Stuijfzand Wieden+Kennedy&nbsp;São PauloCD: Blake Kidder / Patrick AlmaguerAD: Pedro Izique CT: Vitor Amos / Arthur Daraujo / Diogo Valim / Bruno BarberiAS: Ryan Fisher&nbsp; AP: Anne Heuer Director: Daniel Kleinman Animation Art: Rafael Grampá Index https://colinleary.cargo.site/Kenner-Transformation Sat, 21 Jan 2023 08:31:17 +0000 Colin D. Leary | Portfolio https://colinleary.cargo.site/Kenner-Transformation Kenner&nbsp;Brand Positioning, Identity, Marketing Strategy Everyday Hustle Brazilian brand, Kenner came to Levity to concept, develop and plan their brand strategy, positioning and fully integrated marketing campaigns before launchign the brand in the US. Diving in, we opened up a door for Kenner, that landed immediate and unprecedented trust in our team and our abilities, leading to a brand and business transformation alongside product re-designs, identity overhaul and new channels of demand creation - all implemented in Brazil. Since brand overhaul and playbook launch and execution, Kenner has seen a 62% increase in revenues. Internal Mood Rip made for CMVP presentation and playbook. <img width="2324" height="1553" width_o="2324" height_o="1553" data-src="https://freight.cargo.site/t/original/i/8e195077f6fe2bf70e8a52c60b0a248f0d374ace296bb30f39514282aabfcfce/Screenshot-2023-01-30-at-3.39.25-PM.png" data-mid="166708168" border="0" data-scale="74" src="https://freight.cargo.site/w/1000/i/8e195077f6fe2bf70e8a52c60b0a248f0d374ace296bb30f39514282aabfcfce/Screenshot-2023-01-30-at-3.39.25-PM.png" /> THE BACKSTORY One of the dominate sandal companies in Brazil, Kenner sandals is known throughout South America for its innovative design, durability, and comfort. Established in 1988 in Rio, Kenner sandals are designed and manufactured in Brazil, land of the flip-flop, and have millions of loyal customers. After 30+ years in the sandal business, Kenner set their sites on launching in the US-initiating the first time Kenner sandals would be available in the states. Kenner engaged Levity to help the company navigate a marketplace that was both literally and figuratively foreign.&nbsp; Levity was tasked with creating a fully integrated branding and launch strategy, encompassing competitive analysis, brand identity, brand positioning, product convention, web design, brand strategy, &amp; visual identity. THE CHALLENGE Kenner would be entering the US marketplace with close to zero name recognition.&nbsp; Their brand identity and the loyalty built in Brazil over the past 30+ years wouldn’t translate here in the states. In effect, they would be starting from scratch. In an oversaturated sandal market, how do you stand out in a sea of sameness?&nbsp; Levity identified there were no shortage of players in the sandal space-everyone claimed to offer something different, yet inherently many were much the same. The gaping hole for differentiation lay not in the product, but in the audience themselves-we decided to take the flip flop off the beach and to the streets. THE APPROACH Levity identified the opportunity for a sandal marketed to the urban streets of America. Cities move ideas built of diverse communities and strong individuals that make do and make new. They are the center of cultural conversation and present the opportunity to do some real, authentic good-with a purpose.&nbsp; Our strategy focused on the idea that it’s not about Kenner, it’s about them - those that play, create, and live in real life. This entirely new consumer became our target market and branding muse-an inspired generation of everyday heroes, bravely making moves to challenge the status quo. Kenner, for the Everyday Hustle, was born. <img width="2342" height="2332" width_o="2342" height_o="2332" data-src="https://freight.cargo.site/t/original/i/152bae12c06df3e5291af2a1271d0c5606da42b1de08735709b5e71ab7a13be5/Screenshot-2023-01-30-at-3.38.56-PM.png" data-mid="166707469" border="0" src="https://freight.cargo.site/w/1000/i/152bae12c06df3e5291af2a1271d0c5606da42b1de08735709b5e71ab7a13be5/Screenshot-2023-01-30-at-3.38.56-PM.png" /><img width="1852" height="896" width_o="1852" height_o="896" data-src="https://freight.cargo.site/t/original/i/bf9b9ff55aad7ee027cf00527af108991c066e23ea2030983730006b50d9a03c/Screenshot-2023-01-30-at-5.59.17-PM.png" data-mid="166707890" border="0" src="https://freight.cargo.site/w/1000/i/bf9b9ff55aad7ee027cf00527af108991c066e23ea2030983730006b50d9a03c/Screenshot-2023-01-30-at-5.59.17-PM.png" /> <img width="1254" height="614" width_o="1254" height_o="614" data-src="https://freight.cargo.site/t/original/i/7e3fbdbd97e8c03b656dc3992f880429ac3a90a279d0a45949bfe0c5deb83c45/Screenshot-2023-01-30-at-3.46.32-PM.png" data-mid="166707481" border="0" src="https://freight.cargo.site/w/1000/i/7e3fbdbd97e8c03b656dc3992f880429ac3a90a279d0a45949bfe0c5deb83c45/Screenshot-2023-01-30-at-3.46.32-PM.png" /><img width="2255" height="2279" width_o="2255" height_o="2279" data-src="https://freight.cargo.site/t/original/i/bb6a3aa39a717369c2f0b17b5296a0719006b5161fb6745012a5267991cff0fd/Screenshot-2023-01-30-at-3.35.08-PM.png" data-mid="166707863" border="0" src="https://freight.cargo.site/w/1000/i/bb6a3aa39a717369c2f0b17b5296a0719006b5161fb6745012a5267991cff0fd/Screenshot-2023-01-30-at-3.35.08-PM.png" /><img width="2301" height="2330" width_o="2301" height_o="2330" data-src="https://freight.cargo.site/t/original/i/85b377c3a559321871686413e4019aea1ba4ccb00b6dc7e66eacff6694bdca01/Screenshot-2023-01-30-at-3.43.39-PM.png" data-mid="166707870" border="0" src="https://freight.cargo.site/w/1000/i/85b377c3a559321871686413e4019aea1ba4ccb00b6dc7e66eacff6694bdca01/Screenshot-2023-01-30-at-3.43.39-PM.png" /><img width="2340" height="2340" width_o="2340" height_o="2340" data-src="https://freight.cargo.site/t/original/i/0ec81e7ff24b360a76e9367d5c810a647fc746f1d60d3c0e5ed67814b8837dec/Screenshot-2023-01-30-at-3.39.25-PM.png" data-mid="166707470" border="0" src="https://freight.cargo.site/w/1000/i/0ec81e7ff24b360a76e9367d5c810a647fc746f1d60d3c0e5ed67814b8837dec/Screenshot-2023-01-30-at-3.39.25-PM.png" /><img width="2335" height="2338" width_o="2335" height_o="2338" data-src="https://freight.cargo.site/t/original/i/afac3df1e3af2bdae56fd95bff3784c547e1c337f5290444db0c18341d84f4ee/Screenshot-2023-01-30-at-3.44.55-PM.png" data-mid="166707872" border="0" src="https://freight.cargo.site/w/1000/i/afac3df1e3af2bdae56fd95bff3784c547e1c337f5290444db0c18341d84f4ee/Screenshot-2023-01-30-at-3.44.55-PM.png" /><img width="1863" height="2337" width_o="1863" height_o="2337" data-src="https://freight.cargo.site/t/original/i/435dedf46f42b4d8d6d855a395803a8d736363a0fb29c1e0df71c4b7cd5a35f0/Screenshot-2023-01-30-at-3.46.20-PM.png" data-mid="166707874" border="0" src="https://freight.cargo.site/w/1000/i/435dedf46f42b4d8d6d855a395803a8d736363a0fb29c1e0df71c4b7cd5a35f0/Screenshot-2023-01-30-at-3.46.20-PM.png" /><img width="2333" height="2339" width_o="2333" height_o="2339" data-src="https://freight.cargo.site/t/original/i/0a07afa6aa4e95de7ec06bb13015a0bf1d8a41861a3eee3333c21cc2804269b5/Screenshot-2023-01-30-at-3.47.02-PM.png" data-mid="166707877" border="0" src="https://freight.cargo.site/w/1000/i/0a07afa6aa4e95de7ec06bb13015a0bf1d8a41861a3eee3333c21cc2804269b5/Screenshot-2023-01-30-at-3.47.02-PM.png" /><img width="2342" height="2338" width_o="2342" height_o="2338" data-src="https://freight.cargo.site/t/original/i/412e5003a3d08c548aa41c7aeedf38f71fde8e1a87dc79b96ad28c4268b68201/Screenshot-2023-01-30-at-3.47.14-PM.png" data-mid="166707878" border="0" src="https://freight.cargo.site/w/1000/i/412e5003a3d08c548aa41c7aeedf38f71fde8e1a87dc79b96ad28c4268b68201/Screenshot-2023-01-30-at-3.47.14-PM.png" /><img width="1867" height="2339" width_o="1867" height_o="2339" data-src="https://freight.cargo.site/t/original/i/bf81640521762bca02836dd4239a18deb0bbafae0123471fcc59f1c39ba819c5/Screenshot-2023-01-30-at-3.48.35-PM.png" data-mid="166707879" border="0" src="https://freight.cargo.site/w/1000/i/bf81640521762bca02836dd4239a18deb0bbafae0123471fcc59f1c39ba819c5/Screenshot-2023-01-30-at-3.48.35-PM.png" /><img width="1869" height="2337" width_o="1869" height_o="2337" data-src="https://freight.cargo.site/t/original/i/1f2e9ae7adc03fb156e47b83eed5d694c07d67356c46fcd4910634b1ad05fe36/Screenshot-2023-01-30-at-3.49.12-PM.png" data-mid="166707880" border="0" src="https://freight.cargo.site/w/1000/i/1f2e9ae7adc03fb156e47b83eed5d694c07d67356c46fcd4910634b1ad05fe36/Screenshot-2023-01-30-at-3.49.12-PM.png" /><img width="1670" height="1670" width_o="1670" height_o="1670" data-src="https://freight.cargo.site/t/original/i/b8cd18cdb0a49e5d5c827a3e8502a81a0931bbc548963e1b74f428c3f2602bc1/Screenshot-2023-01-30-at-6.00.02-PM.png" data-mid="166707891" border="0" src="https://freight.cargo.site/w/1000/i/b8cd18cdb0a49e5d5c827a3e8502a81a0931bbc548963e1b74f428c3f2602bc1/Screenshot-2023-01-30-at-6.00.02-PM.png" /> <img width="1852" height="896" width_o="1852" height_o="896" data-src="https://freight.cargo.site/t/original/i/bf9b9ff55aad7ee027cf00527af108991c066e23ea2030983730006b50d9a03c/Screenshot-2023-01-30-at-5.59.17-PM.png" data-mid="166707890" border="0" src="https://freight.cargo.site/w/1000/i/bf9b9ff55aad7ee027cf00527af108991c066e23ea2030983730006b50d9a03c/Screenshot-2023-01-30-at-5.59.17-PM.png" /> Index https://colinleary.cargo.site/On-Athletes-Adapt Fri, 20 Jan 2023 22:53:42 +0000 Colin D. Leary | Portfolio https://colinleary.cargo.site/On-Athletes-Adapt OnAthlete Storytelling Repeatable Content Franchise “Quick on feet. Light on mind.” Ethos “Athletes Adapt” The insight: Change is the only constant. It’s in the athletes DNA to adapt to changing circumstances. In the moment when conditions do’t go our way on the field of play, or over time as injury or an unforeseen global pandemic sidelines goals and rewrites our paths. The POV:Adapt. We’re athletes - it’s what we do. #AthletesAdapt is an open and honest series about change, voiced by those who were successfully managing the obstacles of sport and life that come with the territory and were put to the test of tests by the global pandemic. On the cusp of moving 6 months+ of campaign concepting, strategy and creative development into pre-production for On’s Tokyo 2020 Olympic campaign, the pandemic hit and I took a big hit. <img width="3921" height="1205" width_o="3921" height_o="1205" data-src="https://freight.cargo.site/t/original/i/ad0aef653e1940a6cfe94ea3c24f9dd566afb0fdc19f0fb6c8d4480f6d6d3203/on_olympics.jpg" data-mid="171790191" border="0" src="https://freight.cargo.site/w/1000/i/ad0aef653e1940a6cfe94ea3c24f9dd566afb0fdc19f0fb6c8d4480f6d6d3203/on_olympics.jpg" /> Instead of sitting around trying control factors I could not, I saw opportunity and insight. Actualizing my nimble, "quick on feet. light on mind.” solutions first ethos, I chose not to focus on what I was losing, but see what could be gained. Pivoting from long lead, big budget, big media Olympic thinking to figure it out and make it happen brass tacks storytelling I tapped the athlete mindset and created an in the moment storytelling platform and activation plan that would provide inspiration and enablement content for On’s global community when the rest of the big brand and agency world was in a hierarchical and process heavy stand-still. &nbsp; The timely, insightful, resonant content I created for On became indispensable to their engagement throughout the most challenging early months of the pandemic lock-down. The Content: 10, 1-2 minute, story-driven, athlete-narrated films of resiliency, control, adversity, and changing to circumstances On’s elite athletes have faced over their careers. The Production: Over a 2-week period I researched and conducted 10 x 2 hour athlete insights interviews. Recording the video calls I was able to go back and identify powerful storylines of adaptation and piece together a script for each. In parallel I sourced existing footage and photos from On, race organisers, and the athletes’s own archives before bringing in my editor (Lynn Bousquet) to complete the process. My system of quick, creative thinking, efficiency in process, and trust from my client,&nbsp; helped elevate On above the uncontrollable that the pandemic brought on before their competitors could. But more importantly, On was able to inspire, engage, and simply be there for their community during the unprecedented and challenge time. Above: #AthletesAdapt |&nbsp;A storytelling platform to help inspire the community when they needed the nudge most. -10 x Inspiration Films -2 Weeks prep and production delivered more than 3 months of content when the rest of the sports world was hemming and hawing. Below: On x Balboa: The enablement compent of Athletes Adapt platform to help an active, but at home community getter done - together - with the help of fitness professionals. <img width="1112" height="1114" width_o="1112" height_o="1114" data-src="https://freight.cargo.site/t/original/i/40c8bdd0e6d4d5f63647190ca605193c5fd23f5a692884b34a5ce131aa70a805/Screen-Shot-2021-10-13-at-5.07.41-PM.png" data-mid="171673270" border="0" data-scale="55" src="https://freight.cargo.site/w/1000/i/40c8bdd0e6d4d5f63647190ca605193c5fd23f5a692884b34a5ce131aa70a805/Screen-Shot-2021-10-13-at-5.07.41-PM.png" /> Index https://colinleary.cargo.site/On-Table-Talk Fri, 20 Jan 2023 01:40:32 +0000 Colin D. Leary | Portfolio https://colinleary.cargo.site/On-Table-Talk On Repeatable Content Franchise Athlete Storytelling “Table Talk”Runners. On tables. Getting bodywork. Fielding questions. Executing the brand creative and content strategy I was fortunate enough to have provided On with for the last 5 years and having invested heavily in demand creation dollars on sports marketing assets, On, was not only on fire, but in need of a platform to showcases their athletes. The platform needed to showcase the newly formed elite track team, the OAC, in an insightful way that spoke to a youthful core track audience. Coach needed his athletes to get on the table for bodywork more often that their youthful bodies seemed think they needed. On needed a storytelling vehicle that was repeatable over time and across cultures. Table Talk was born. I knew the team and I new the audience, having done the long-term marketing playbook for the building of the OAC brand. I had conducted hours of insights calls with athletes and been on the road with them during the formative years filming the "Origins Story” documentary I concepted, developed, and co-directed. Table Talk was born of insight from my spending time with team, but also a way to foster the creativity of my project team consisting of a cinematographer, animator, editor, and producer. After I landed the idea and set the creative direction in a way that allowed each person on my team to add their creative sensibilities and claim ownership of the project the result was nothing short of prolific. &nbsp; In less than 2 months from concepting, I was able to lead the team in delivering 17 2-minute Athelte profile films in addition to a number of social cut-downs for each piece. Having resonated deeply with the target audience, half of the films received more than a million organic views each. Levity CreativeCD/MD/EP: Colin LearyDirector: Andrew HintonEditor: Ryan Chisesi Animations: Conner Brooks Lee Index