For the 2014 World Cup in Brazil we created the "Risk Everything" campaign for Nike. When the stakes are highest we celebrate the players who fear mediocrity more than they fear failure. Those who "Risk Everything". I was responsible for the brand tag line, manifesto, and was a contributing copywriter for the out of home, print, digital, social and experiential extensions. This tone of voice informed the entire campaign from the billboards and out of home, to print to social, to digital.
