TAKE ON TJ
TJ WOULD HAVE ALREADY HIRED ME.
No matter the sport, we all have a TJ. TJ’s that kid who’s always just a little bit better than you. TJ is your biggest rival. TJ is who you love to hate. TJ is your depression, and your motivation. And you will do anything you can to beat TJ. This year we made TJ the catalyst for the back to school crowd to gear up and prepare for the upcoming season.
In 24 hours we had over 4M non-paid views and 9x greater engagement than the average Nike post. Typical Nike seasonal & sport category campaigns generate 10k-12k visits to Nike.com in a month, while Take On TJ generated 1.5 million site visits in the first month of the campaign. All with zero budget and even less time.
Role: Assoc Creative Director
We flooded Kik, Twitter and Tumblr with TJ memes. They were probably shared billions of times* (*unfounded claim)
Nike Basketball extended the TJ campaign for their own Gear Up moment.