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Nike
“Choose Phenomenal”

Seoul, South Korea
N37º34’0.045’’
E126º58’41.849’’

2019

Launched for International Women’s Day 2019, Nike Korea’s “Choose Phenomenal” campaign challenged traditional gender roles in a deeply patriarchal society by empowering young women to define their own paths to greatness.

Rooted in the idea that “you are the masterpiece of all your choices,” the campaign delivered a powerful visual poem. Using a split-screen diptych format, it presented side-by-side images of possible life choices—each equally valid, each equally strong. The result was a striking narrative: there isn’t just one way to be phenomenal.

The campaign spotlighted Korean women who chose bold, unconventional lives—asking: Is your purpose defined by test scores? Your strength by your body? Your potential by your dreams? It leaned into Korea’s growing wave of women’s empowerment, positioning sport as a tool for self-expression and personal agency.

The impact was undeniable: 30M+ views, 1.5M engagements. 100+ media stories. 44% increase in traffic to Nike.com

In addition to the film, we created key visuals featuring both athletes and everyday women from the campaign—each one a unique and unapologetic individual. These portraits stood in stark contrast to a society that often idealizes a narrow, traditional image of femininity. They took over the streets of Seoul and appeared across Nike stores, confronting passersby with a new, more inclusive definition of greatness.

“Choose Phenomenal” became more than a message—it became a cultural statement. A call to action for every woman to embrace her own definition of greatness.

*Shortlisted in Cannes Lions
*Awarded in Spikes Asia

Agency: Wieden+Kennedy Tokyo

Creative Director: Jordi Luna, Storm Tharp
Art Director: Sol Oh
Copywriters: Andrew Miller, Jake Kim

Director: Roger Guardia
DOP: Natasha Braier

Photographer: Jean Yves Lemoigne