New PB:
Running
with 10 000 women at night.
After Dark Tour is Nike’s global platform designed to bring women to the forefront of running, not as competitors, but as a community. A space where showing up matters more than winning, and where the night shifts from hesitation to power.
My role was to translate this global platform into Mexico City, translating its spirit into a culturally relevant experience. From communication to execution, we built a narrative that invited women to break routine, take over the night, and move as one. 10,000 women laced up at Ciudad Universitaria for a nocturnal half marathon that was less about time and more about transformation. A run that redefined what a personal best could mean, not faster, but together.
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Agency:
Wieden+Kennedy Mexico.
My Role:
Creative Director/Copywriter.
Team:
Jorge Marrufo, Jessica Apellaniz, María Lempica, Denisse Mancera, Ana Arce, Anaydeli Rosales, Victoria Toxqui, Ana Mijares, Sofía Gamiz, Megan Rihel, Rodrigo Bonilla, Pablo de Arteaga, Ro Alor, Hugo Bocara.
Photo:
Lucas Garrido.
Nuria.
Clients:
Mica Gallino, Adriel Galicia, Dalia Pallares, Isabel Olmos, Pamela Torres, Sarah K, Renata Ladrón de Guevara, Ana Maria Rozo, Chantal Gonzalez, Gabriela Mendoza, Diego Legname.
Production:
Rocket to the Moon.
Club Local.
