Serena Williams Design Crew

The Serena Williams Design Crew is a collective of dreamers, innovators, and game-changers created with diversity as a catalyst. Built by the best to play the game, Serena Williams set out to forge the foundation for the future of design and leave a legacy of boundless imagination where people from all walks of life can dare to dream big.

Narrative

As the copywriter on the Purpose team at Nike, I establish the tone of voice and help guide the messaging for all consumer-facing copy for the inaugural season of SWDC through to the SPSU24 Collection. This messaging and tone of voice is established through our manifesto. This is treated with the greatest amount of respect, care, and sensitivity, as this collective was formed with the intention of amplifying the voices of Black and brown creators that have been historically excluded and overlooked.

As the copywriter on the Nike side, I helped establish the framework for the messaging and provided guidance for the agency to help bring Serena’s story to life.

Staying true to the mission of the Serena Williams Design Crew, we partnered with diverse production agencies, creatives, photographers, and producers to help bring this to life. With the season focusing on a cohort from the midwest, we selected up and coming creatives from Chicago to align with the purpose of the program: to elevate the voices of Black and brown voices.

In collaboration with our Art Director, I provided hair and makeup creative direction for each of our models.

Pitched as a nice to have and staying true to the TikTok trends at the time, I led the SWDC social content and showcased the collection on-body on the greatest of all time.