︎︎︎2019 c/o Instrument |
︎ Content for Web | Art Direction, Content Curation, Motion Design & UX Design
With a business initiative to clarify their brand vision, codify a single design system, and expand from a product-focused mentality, Instagram partnered with Instrument to create a single strategy for their digital experiences across surfaces.
The Website
︎︎︎Link to about.instagram.comOver a +1 year engagement, we collaborated to audit their digital ecosystem, create a coherent strategy for digital experiences, and craft an innovative, spirited, and extensible design system.
Working quickly, iteratively, and collaboratively, we partnered with Perficient to execute on development, creating in depth documentation to help maintain the visual fidelity of the design system.
Content Creation & Curation
︎︎︎Link to about.instagram.comWhile working on the site design we were awarded the entire site curation. Quickly spinning up two concurrent workstreams, one for the community/creator curation, one for a feature focused shoot in Los Angeles.
Culminating in a delivery of 228 bespoke assets.︎︎︎
Nike: “You Can’t Stop Us”
︎︎︎SU2020 c/o Instrument |
︎Art Direction, Motion Design, Content Production, (Zoom) Film Directing & UX Design
When the world of sports paused due to Covid-19, athletes* everywhere experienced an unprecedented disruption in their training routines. We helped Nike respond with You Can't Stop Us—a rallying cry for everyone to stay motivated, moving, and connected to the culture of sport while stuck inside.
Showing up for the athlete*
Overnight, Nike had to figure out how to show up differently for their customers. At Instrument, we believed the right course of action during Covid-19 was to consistently and reliably show up in full service to their Members. Based on this insight and our in-depth knowledge of the brand stemming from years of partnership with Nike, we focused squarely on their audience — their day-to-day lives, challenges, needs, and unique views the world. From this perspective, You Can't Stop Us — Nike's promise to publish daily content in service of all athletes* — was built. 
Moving from resigned to resilient
With a dedicated team of writers, strategists, designers, and editors, we formulated, created, and published daily content to help shift Members from resigned to resilient. We did this by portraying larger-than-life figures as real humans dealing with changes in the world and seeking strength just like the rest of us, and by seamlessly integrating brand communication on digital platforms to meet the consumer where they are. From stars like Mj Rodriguez and David Chang to athletes like Alex Morgan and Eliud Kipchoge, YCSU provided a steady cadence of movement, motivation, and hope during a challenging time and helped Nike form a deeper relationship with new and current Members.
365 Enablement
Understandably, Nike’s initial plan was to get content out to Members as quickly as possible. We helped Nike evolve this approach into a long-term 365 “Enablement” strategy that consisted of weekly themes and daily content that matched the right athletes at the right time with the right message. This guided the creation of bespoke athlete, trainer, and influencer briefs with scripts and comprehensive content capture guidelines. We coordinated remote video productions with the talent, directed the conversations and guided the narrative through pre and post-production. 
“We spent a lot of time talking about the two speeds of marketing. In five short days, we were forced to just do it”
- Carson York, Digital Marketing Director at Nike
Results
Nike Members responded. Just 14 days after launch, active weekly Members in the Nike App reached 3.2 million—an all-time high and more people than Nike had in their entire ecosystem the previous year. There was also a 27% increase in Members interacting with You Can't Stop Us content who then returned to the Nike ecosystem.
Nike Cities: Legacy Project
︎︎︎SP 2021 c/o Instrument |
︎Art Direction, Content Curation, Strategy, Post-Production, Editorial & App Design
Nike’s NYC, LA, & CHI City teams wanted to build a sustainable and scaleable platform within the brand’s digital ecosystem — prioritizing authentic, human-centered stories of Black & LatinaX women, and non-binary folx who are transforming their local communities while inspiring the next generation of BIPOC changemakers.
Watch the Sizzle ︎︎︎
Nike LA’s Legacy Project highlights the life and work of eight Black Angeleno women transforming their Los Angeles communities through basketball, fashion, dance, running, and literacy.
The Launch:
Play Academy with Naomi Osaka
We partnered with Naomi Osaka’s PANO to empower young girls through sport. The anthem film was launched on @nikelosangeles Instagram and nike.com/la
Part I:
Meet the LA Community Leaders
From dotcom, Nike LA’s Instagram, integrated media, to Nike App editorial — we’ve designed and produced weekly content telling stories about our local leaders with the clever use of found footage
and in-studio interviews.
and in-studio interviews.
Watch the full episodes ︎︎︎
Part II:
Self-care Becomes Community Care
To promote Nike’s wellness program on NTC (Nike Training Club) with Nike Trainer Traci Copeland, we refreshed the campaign across mediums to feature profiles of our LA Community leaders on how they build their own wellness routines.
Quibi
︎︎︎SP2020 c/o Instrument |
︎ Brand Launch | ︎Art Direction, Graphic Design, Motion Design & Social Media Content |
Quibi is here to disrupt the streaming world, delivering bite-sized premium original content, exclusively on mobile. We helped launch the brand through a bold new way of marketing, spanning all of their channels — building excitement for the brand and a global following from the ground up.
A New Way of Marketing
After 10+ years, streaming is the new norm. Recognizing that the entertainment world was ripe for disruption and armed with new technology, Quibi aimed to redefine the way people experience video content.Eight months out from launch, Quibi came to us looking for strategic and creative ways to stand out in an increasingly saturated market. From branding, to show art, to marketing we knew we had to create brand experiences that felt as bold and pioneering as their product.
Start the Show: You Ain’t Got These
Watch the Trailer ︎︎︎This urge for innovation was equally as important in the way shows are branded. We partnered with the brand and product team to imagine the branding and marketing for some of Quibi’s tentpole shows, including Lena Waithe’s ‘You Ain’t Got These’. A sneaker culture docu-series going beyond the shoe, examining subtexts of race, politics, class, gender, commerce and addiction. Realizing Lena Waithe’s vision, we wanted to bring that same level of thought and nuance to the art direction and marketing of the show
The Rebirth of Punk’d
Punk'd is back! And no one is safe! The iconic series returns with Chance the Rapper as host -- masterminding the biggest pranks behind the scenes. The biggest stars are about to learn what happens if their fates were up to Chance.A Hidden Social Stunt at The Big Game
Watch the Superbowl Ad ︎︎︎A phone number on the van, hidden in plain sight, gets captive viewers.
Watch what happens when you dial the number ︎
Watch what happens when you dial the number ︎
Defining the System
Partnering with their brand and marketing teams, we created a comprehensive brand marketing strategy for their digital communications. To build momentum, we shifted from teasing out who they are to defining their product — all while capturing the brand’s unique personality.
To bring this strategy to life, we created a graphic system showcasing the breadth of content parceled out in bite-sized chunks – lists, memes, quotes, etc – arming them with an ecosystem of branded assets with the overall objective to strengthen and amplify Quibi’s reach, audience and influence.
Interacting with Culture
During two of entertainment’s biggest nights – the 2020 Super Bowl and The 92nd Academy Awards – our teams merged to introduce Quibi to the world in a big way. Developing clever, timely and tongue-in-cheek social campaigns, we evolved the brand voice to be uniquely relevant to each of these cultural moments.
“Being a new product, we had to try something different in the way we got our brand out there. We needed fresh thinking and Instrument came in with a bold point of view that blended digital strategy with strong creative – pushing our brand into exciting new territories.”
— Edwin Lewis, Creative Lead at Quibi
Results
During our work, Quibi was named one of the top 10 brands to make an impact at the 2020 Super Bowl. Growth in their social following soared, and traffic to Quibi.com spiked – driving pre-orders and Quibi Insider signups.
Since launch, traction has continued to grow steadily –
Since launch, traction has continued to grow steadily –
- From 1.8M app downloads in the first week
- to an 8x increase in social following,
- initial results are far exceeding goals.
#SeribuKartini
︎︎︎SP 2024 c/o YouTube Creative Studio APAC |
︎Film, Editorial, Storytelling | ︎Role: Creative Lead
CHALLENGE
YouTube is seeing a decline in viewership
amongst Gen-Z women in Indonesia.
How could we show up for them in a hyperlocal way?
IDEA
In celebration of Kartini’s 145th birthday,
we created a tiered content ecosystem,
where five hero YouTube Creator’s stories
create a thousand ripple effect —
amplifying voices of all women.
Watch the Sizzle ︎︎︎
Tier 1
DOCUMENTARY SERIES
#SeribuKartini
Five women creators share their life-changing choices that inspire themselves, fans, friends & family, and thousand others in spirit of Kartini.
Watch the TRAILER ︎︎︎
CLICK ON EACH THUMBNAIL BELOW TO WATCH THE FILM
TIER 2
SOCIAL AMPLIFICATION
#DearMbakKartini
Tapping into YouTube’s creator community,
we asked every Indonesian women to “curhat”
(share their heart out) to other everyday Kartinis
with the Swifties-inspired hashtag.
TIER 3
THE LAUNCH EVENT THAT
CHANGED
A CREATOR’S LIFE
During Kartini Day, we hosted a press event with trailblazing Indonesian women, including Diamond journalist Najwa Shibab, Putri Ariani, and Isyana. After premiering our short docu series, the Minister of Social Affairs, Risma, encouraged women to keep creating despite societal challenges. Inspired by our film on Arih, Risma’s team gifted her a bionic hand to assist her daily lives and journey as an illusion makeup artist.
Championing BIPOC change makers who are transforming their local communities.
︎ FILM, ART DIRECTION, BRAND EDITORIAL
❋ ROLE: DESIGNER /ACD
Designing visual worlds for Quibi’s flagship original series across show art, marketing & social.
︎ DESIGN SYSTEM, ART DIRECTION, BRAND
❋ ROLE: DESIGNER /ACD
Award-winning ‘about’ page.
(Feat. Vibrant Colors & Gen-Z Vibes)
(Feat. Vibrant Colors & Gen-Z Vibes)
︎ Art direction, visual identity design
❋ ROLE: Assoc. content director
Capture the hearts of music fans in a fun & strawberrily Japanese way.
︎ stunt, ACTIVATION, ooh
❋ ROLE: creative lead
Home workouts, COVID-era filmmaking, getting people moving while stuck inside.
︎ (Zoom)Filmmaking,Editorial, Directing
❋ ROLE: Assoc. content director
First ever digitally sourced panel series featuring original Creators, fueling sneaker releases via chatbot.
︎ INTERACTIVE, SOCIAL MEDIA, PR EVENT
❋ ROLE: Creative / ART DIRECTOR
Turned voice memos into a 16-ep animated series,
hyping up indie artists worldwide!
hyping up indie artists worldwide!
︎ Animation, Brand storytelling
❋ ROLE: co-creator / ACD
Reimagining sneaker unboxing culture through a Disruptively Simple AR experience.
︎ SOCIAL, AUGMENTED REALITY
❋ ROLE: Creative / ART DIRECTOR
Amplified Gen-Z women’s voices by celebrating modern-day Kartinis in this People Like Me initiative.
︎ FILM, brand campaign, pr event
❋ ROLE: creative lead