Tahirah Writes

In 2013, Jessie J was on top of the world in music, but she realized that when it came to her fitness, she could be doing more. More to keep her agile through dance routines, more prepare her for stage shows and more to keep her healthy while she was on tour. She teamed up with Nike to become an ambassador and up her training. 

Along with my then-creative partner Dinushi Perera, I helped tell the story of her leaving her comfort zone, discovering her possibilities and inspiring her fans to do the same. Along with concepting a shoot, our team developed a social campaign for Jessie, creating posts for Nike communities across Western Europe and worked with Jessie’s team to create posts for Jessie’s social communities. We brought the campaign alive with exclusive Jessie J Just Do It content for social. Jessie's relationship with Nike evolved and in early 2014, she launched her own workout on the Nike+ Training Club App. 

Agency: AKQA
Creative Director: Jake Cooper
Copywriter: Tahirah Edwards Byfield
Art Director: Dinushi Perera
Producer: Charlotte Davis
Photographer: Leo Cackett