Loza x Nike
Strategy, Copywriting & Creative Direction Lead
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Story Spark
Loza Abera wasn’t just another rising athlete. She was a pioneer in silence. In a country where girls were expected to dream of families and athletes were expected to chase miles, Loza chased something invisible: a future in football no one could see but her. That moment of recognition is where this project began.
Concept Development
I developed the campaign idea: “Audience of One.”
A story built from the truth of self-belief, a narrative where Loza speaks directly to her younger self, honoring the moments where she chose to clap for herself before anyone else would. The concept wasn’t built for fame but for legacy.
Script & Narrative
I wrote the full narrative script and voiceover, grounding it in Loza’s truth. Her journey, the invisible dream, the loneliness, the wins, became the emotional arc of the film.
Script & Narrative
Lines like “Soccer was not impossible. It was invisible” and “I became my own audience” were crafted to resonate far beyond sport, embodying Nike’s “Just Do It” ethos in its purest form.
Storyboard & Creative Direction
I created the full storyboard, shot list, and visual direction for the film.
Collaborating with cinematographer Yosef Fekere.
Together, we built a visual language that honored Loza’s journey, using textures, lighting, pacing, and framing decisions to reflect her inner world.
Pitch Deck & Delivery
I created a comprehensive pitch deck for Wieden+Kennedy and Nike Global Football, positioning Loza not only as an exceptional player but also as a cultural asset.
The deck tied together her story, the film, the athlete's achievements, and strategic brand alignment. It wasn’t just a sponsorship request; it was a blueprint for partnership.
Outcome
A complete pitch package including story, film, deck, athlete insight, and strategic rationale, crafted independently and built to open doors for an athlete who carved her own path first. A self-initiated Nike story that lived up to its title. It all began with an Audience of One.
Watch Video Here