Nike london: The Wembley Open

Nike London: The Wembley Open

July 2018. Tiger Woods is having a lull in his season as the biggest competition of the year approaches, The Open. Held at Carnoustie, one of the most unforgiving courses in the world, Tiger knows everything is on the line.

Simultaneously Nike UK introduce a strategy to engage their younger audience in golf, though social content and on the ground activations. Enter the grass-obsessed Wembley groundsman and die hard Londoner Michael Dapaah. Also known as the Groundskeepaah, he turns out to be the ultimate coach as he lends a hand…London style.

I scripted a narrative tailored to instagram stories. Minimal complications, a focus on the comedy. Working with our director to get the most out of a jet-lagged Tiger + Dapaah, we were thrown a few tight scheduling windows in which to capture the pair. Lots of rewriting, ad-libing and thinking on the spot. The campaign came to life on social with scores of personalities jumping in on the conversation.