RECAP
THE WORK IN DETAIL
Client Problem
Loza Abera is the captain of the Ethiopian national team and a striker for DC United, yet her story has not been fully shaped into a global narrative. There is a strong opportunity for Nike to endorse her through its grassroots initiatives, as her journey aligns with the brand’s focus on emerging international talent and underrepresented athletes.
Insight
In Ethiopia, where sport is largely defined by distance running, Loza pursued soccer without an existing audience, system, or visible role models in her sport. Her path reflects what it means to build belief in a space where your discipline has little cultural infrastructure or recognition.
Solution
I created “Audience of One,” a self-initiated Nike-focused video concept designed to position Loza within Nike’s grassroots storytelling. I developed the narrative, storyboard, and directed a 60-second cinematic film that captures her journey of building belief without external validation.
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.
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.
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.
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.
