NIKE MOTHERS DAY
A LETTER TO MS. CONNIE
For Nike’s Mother’s Day campaign, I developed the concept and led the art direction for a tribute video honoring Deion Sanders’ mother Ms. Connie Knight. Tying his deep admiration for her to the release of a special-edition shoe dedicated to her legacy. Our goal was to create something that felt authentic and emotionally resonant, breaking away from the typical corporate tone of holiday content. We focused on Deion’s story of how his mother instilled in him a relentless, winning mindset, shaping both his life and career. To visually reinforce the product’s bold red colorway, we shot the entire piece in an all-red room, creating a striking, nostalgic atmosphere that symbolized both the love and power of the home she raised him in. The final video balanced heartfelt storytelling with strong visual identity, standing out in a crowded holiday landscape and receiving strong public response for its sincerity and emotional rawness.
