— PROJECT NAME
Nike World Juniors
— AGENCY
Organic
— ROLE
Associate Creative Director/Copywriter
The moments before the moment.
The Insight: The World Juniors isn’t just a tournament. It’s a national ritual.
But the real story starts months earlier when players fight for the chance to wear the jersey.
The Idea: Bring fans inside the journey, from training camp to the world stage.
What We Built: A multi-platform content system that gave fans unprecedented access to the players and the process.YouTube, Facebook, and Twitter each played a role—delivering behind-the-scenes content, athlete stories, and real-time updates as the roster took shape.
We extended participation with a chance for fans to experience the tournament firsthand in Buffalo.
The Result: Engagement surged. Visits to our site more than doubled and our YouTube channel became the #1 most subscribed channel in Canada.
We didn’t just follow the tournament, we built anticipation for it.
