Heather Burrell
Summer 2024
Nike SB Day One
Made to Skate



Client:
Nike Kids, Global


Role:
Art Director
Media:
Product Photography
On-body Photography
On-body Motion Clips
Layout Direction
Campaign Guidelines
Nike Retail
Nike Digital
Paid Media
Nike SB Day One marks the launch of a skate shoe designed to support kids in their journey of progress — especially girls who are often held back by fear and self-doubt in sport. Featuring 14-year-old skateboarding phenom Chloe Covell, the campaign reframed falling not as failure, but as a natural and empowering part of learning to skate. Our core idea — “Fall in Love with Nike SB” — celebrated the determination, community, and pure joy that come from finally landing the trick you’ve been chasing.

The art direction captured the full story: rapid-fire bursts of attempts and falls, scroll-stopping action shots of Chloe’s talent, and candid moments with her skate crew. By pairing authentic storytelling with product imagery that highlighted the shoe’s durability, cushioning, and board feel, we created a campaign that normalized fear, spotlighted progress, and inspired a fearless generation to find their confidence in skateboarding.






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