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Nike: #BeTrue Campaign

For its Be True campaign in 2017 to celebrate the LGBTQ community, Nike’s NRG team tapped Robert to help tell the most authentic story of Voguing, a marginalized subculture in New York City. As the main conduit between Nike and the Voguing world, Robert was instrumental in acquiring talent from the community, such as Leiomy Maldonado, who became the first trans woman featured in a Nike campaign. Robert also worked closely with the NRG team on all aspects of the video: narrative, creative direction, editing and production. The video generated millions of views and engagement actions across the internet and it is still one of Nike NYC’s most successful campaigns. CAMPAIGN HIGHLIGHTS • Adweek’s best campaign of the week • BoF’s #2 on its best fashion film list • Reposts from Katy Perry, Laverne Cox, The Shade Room, etc. on Instagram • Increased visibility/opportunity for talents involved (Vogue editorials and in television shows: Vice’s My House and Pose on Fox. • Inspired some members of the LGBTQ community to come out

Project Roles
Editor (Brand/Content), Executive Producer, Strategist, Writer
Brand Strategy, Consulting, Marketing Strategy, Producing, Project Management, Documentary, Video Journalism, Creative Strategy
Branded Content, Commercials - Video, Brand Identity
Project Industries
Advertising, Fashion, Sports