Client: Nike Tokyo

Agency: Conscious Minds

Role: Senior Art Director

Nike Tokyo came to us with a mission: Get Japanese women (and men) to get active. Due to an an old-school stigma about exercise many Japanese women believe exercise is rigid: it’s not good enough if you aren’t perfect, and failure isn’t an option. Because of this, Japanese women rarely try new sports or workout in public.

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Nike Tokyo wanted to shift this outdated mindset with Yuriyan Retriever, the antithesis of this cultural stigma, as our she-ro. She’s an enigmatic and athletic comedienne extraordinaire who’ll run a marathon as enthusiastically as she’ll dance in an American flag unitard on America’s Got Talent. She’s willing to try anything once, fail gloriously, and love every moment of it.

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So, we created “You Should Try It”, a series based on Yuriyan’s life in LA. In each episode she tries a new sport, meets new people, and shows that it’s not just okay to struggle and sweat, but it’s reason to celebrate.

Beyond the long-form episodes, we made promotional snackable cut-downs to live on Nike Tokyo’s social channels, and a yoga-specific short-form episode to drive to a workout on the Nike Training Club app.