Developed in response to a brief from Nike's youth division, Crash Cards is a creative strategy designed to reconnect the brand with teenage girls by addressing the growing pressures surrounding mental health and online routine culture. The concept transforms moments of stress into opportunities for movement through a series of digital and physical prompts that encourage quick, low-pressure resets rather than idealized self-improvement.
The project included developing the creative strategy, the visual identity and experience design. The final proposal was presented to the Nike team at their European Headquarters in Hilversum, the Netherlands.
for Nike
Creative Strategy
2025