NIKE FITCHECK
Fitcheck was Nike's initiative aimed at transforming self-expression into sport by leveraging user-generated content for a social campaign. Max played a pivotal role in bringing this vision to life from the ground up.
Max led brainstorming sessions that translated strategy into creative direction—not just ideas.
Collaborating closely with designers, writers, and producers, Max developed early concepts into a cohesive, channel-ready creative system that turned authentic user posts into polished, on-brand content. From mood boards to the visual centerpiece, every aspect of the campaign was crafted to be flexible, expressive, and unmistakably Nike.
The outcome was a dynamic campaign powered by user-generated content that effectively connected Nike’s brand with the authentic ways people express themselves in the world.
