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UNDISCLOSED SPORTS BRAND, IG STRATEGY
SITUATION
A global sports brand* wanted to expand beyond sneaker dominance and “own the streets” of London, targeting a younger 18–24 audience. While sales of their classic sneaker line were strong, cross-category adoption (apparel, accessories) lagged.
Facebook Paris briefed us to create a presentation that showed how Facebook and Instagram could deliver not just impressions, but true cultural ownership—convincing brand leadership to view the platforms as growth engines, not just media channels.
TASK
I was responsible for creating an executive-facing pitch deck that would:
Position Facebook/Instagram as the cultural stage where the brand could expand influence.
Develop big, ownable campaign concepts that were brave enough to cut through a hyper-competitive market.
Show how the platforms could turn sneaker fans into full lifestyle adopters.
Build a narrative strong enough for executive buy-in while rich enough for multi-channel creative execution.
A global sports brand* wanted to expand beyond sneaker dominance and “own the streets” of London, targeting a younger 18–24 audience. While sales of their classic sneaker line were strong, cross-category adoption (apparel, accessories) lagged.
Facebook Paris briefed us to create a presentation that showed how Facebook and Instagram could deliver not just impressions, but true cultural ownership—convincing brand leadership to view the platforms as growth engines, not just media channels.
TASK
I was responsible for creating an executive-facing pitch deck that would:
Position Facebook/Instagram as the cultural stage where the brand could expand influence.
Develop big, ownable campaign concepts that were brave enough to cut through a hyper-competitive market.
Show how the platforms could turn sneaker fans into full lifestyle adopters.
Build a narrative strong enough for executive buy-in while rich enough for multi-channel creative execution.
ACTION
Built archetype-driven campaign frameworks:
It’s OK UK (Hero + Everyman archetypes) → post-Brexit unity, shared British identity.
Bold School (Lover, Jester, Innocent archetypes) → 90s nostalgia reimagined for Gen Z.
Developed campaign concepts end-to-end: created slogans, logos, visual identities, and activation strategies.
Designed a narrative-driven pitch deck that moved from audience insight → cultural idea → execution, showing leadership a clear story arc.
Expanded storytelling beyond slides: integrated OOH, apparel, experiential activations, Instagram challenges, and even VR environments—proving how ideas seeded in a deck could live across platforms and formats.
Reframed Facebook’s role: positioned the platform not as ad inventory but as the cultural partner enabling the brand to “own the streets.”
RESULT
Delivered an exec-ready presentation that elevated Facebook Paris from media vendor → strategic cultural partner in the eyes of the client.
Distilled a complex, fragmented brief (cross-category sales, Gen Z behaviors, Brexit identity crisis) into two bold, ownable campaign frameworks.
Demonstrated how presentation design can push boundaries—incorporating motion, experiential, and interactive concepts into an executive narrative.
* please note a made-up brand is substituted here for an undisclosed European sports brand
Built archetype-driven campaign frameworks:
It’s OK UK (Hero + Everyman archetypes) → post-Brexit unity, shared British identity.
Bold School (Lover, Jester, Innocent archetypes) → 90s nostalgia reimagined for Gen Z.
Developed campaign concepts end-to-end: created slogans, logos, visual identities, and activation strategies.
Designed a narrative-driven pitch deck that moved from audience insight → cultural idea → execution, showing leadership a clear story arc.
Expanded storytelling beyond slides: integrated OOH, apparel, experiential activations, Instagram challenges, and even VR environments—proving how ideas seeded in a deck could live across platforms and formats.
Reframed Facebook’s role: positioned the platform not as ad inventory but as the cultural partner enabling the brand to “own the streets.”
RESULT
Delivered an exec-ready presentation that elevated Facebook Paris from media vendor → strategic cultural partner in the eyes of the client.
Distilled a complex, fragmented brief (cross-category sales, Gen Z behaviors, Brexit identity crisis) into two bold, ownable campaign frameworks.
Demonstrated how presentation design can push boundaries—incorporating motion, experiential, and interactive concepts into an executive narrative.
* please note a made-up brand is substituted here for an undisclosed European sports brand
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INTRO & RESEARCH
CAMPAIGN ONE ‘ITS OK UK’
Targeting TWO main archetypes:
The Hero, who rises to the challenge. They protect and inspire. They sell the power of self-belief and transformation. They triumph over adversity. There is a strong moral imperative and strength to the Hero.
The Everyman, who allies themselves to families and multiple cultures. They bring safety, reliability, trust and comfort to a mass market.
Concept/ Storytelling:
Unite Brits after Brexit;Highlight what it means to be a Brit:common goals;common purpose;shared environment;belonging together;Showcase what is best/beloved in Britain:sports (football, rugby);British traditions (tea);places (Picadilly);faces (soccer fans, Queen);traditions (tea).
The Hero, who rises to the challenge. They protect and inspire. They sell the power of self-belief and transformation. They triumph over adversity. There is a strong moral imperative and strength to the Hero.
The Everyman, who allies themselves to families and multiple cultures. They bring safety, reliability, trust and comfort to a mass market.
Concept/ Storytelling:
Unite Brits after Brexit;Highlight what it means to be a Brit:common goals;common purpose;shared environment;belonging together;Showcase what is best/beloved in Britain:sports (football, rugby);British traditions (tea);places (Picadilly);faces (soccer fans, Queen);traditions (tea).
Execution & Media:
Campaign will live on apparel, OOH and social media: OOH (billboards, street art);gear (tees, hats)retail (posters, skating stickers)events (concert, experiential)
On Instagram, fans will be invited to share their take on IT’s OK UK, using custom hashtags. Best posts will earn mention on brand IG and gear on brand site.
Brand IG account will create visual content to support campaign and FB account will aggregate images, copy and events schedule.
Campaign will live on apparel, OOH and social media: OOH (billboards, street art);gear (tees, hats)retail (posters, skating stickers)events (concert, experiential)
On Instagram, fans will be invited to share their take on IT’s OK UK, using custom hashtags. Best posts will earn mention on brand IG and gear on brand site.
Brand IG account will create visual content to support campaign and FB account will aggregate images, copy and events schedule.
