NIKE CANADA: "Play Less Nice" 

Canadians may be known as cordial, apologetic people, but Nike’s latest ad campaign portrays them as being fiercely competitive when it comes to sports. The apparel brand launched its “Play Less Nice” campaign to coincide with the start of the World Juniors Hockey Championship on January 2018.

I creative directed the interactive experience for the campaign. Viewers are invited to decide whether the Canadian athlete persona, during a pre-game training run, will be polite and generous or rude and ill-mannered. 

The campaign also featured cameos by top Canadian athletes, including snowboarders and Olympians Mark McMorris and Spencer O’Brien, 800-metre runner Melissa Bishop and Vancouver Canucks forward Bo Horvat.