Nike

The most powerful word in sports

“Just Do It” is one of the most iconic slogans ever created. Three words that have pushed millions of people to get off the couch, lace up, and move. But after years of repetition, there was a risk it could start to feel like background noise. We wanted to bring it back to life. To remind people what those words actually mean.

The insight came from looking at the slogan differently. Everyone focuses on “Do It.” The action. The triumph. But we zeroed in on the “Just.” That tiny word carries all the weight. Just get up. Just take the first step. Just try again. It’s not about the finish line. It’s about the moment you decide to start. And then the moment after that. And the one after that.

I led the creative on Nike’s “Just” campaign. We built a narrative around the full journey—not just the wins, but the struggle that makes them possible. Athletes grinding in empty gyms. Runners pushing through exhaustion. The unglamorous moments that never make the highlight reel but make everything else possible. Groove Armada’s score gave it an emotional pulse that built and built, matching the intensity of the work on screen.

20% increase in brand engagement. A renewed connection to a message people thought they already knew. The campaign reminded audiences that greatness isn’t a destination. It’s a decision you make over and over again. Just.