THE CHALLENGE: 
Nike Chicago cancelled their Summer basketball league due to the excessive amount of firearms showing up to the games. We were challenged to find an alternative that spread a peaceful message. One that the community could rally behind and embrace. One that was viewed as a safe haven that was exempt from the rampant gang activity and gun violence.

MY ROLE: 
This was one of the first projects I touched at Momentum. I was not part of the initial ideation, but I helped Toronto shape what is considered their first transition from creating sizzle reel-videos into true story telling/brand narrative. My role was to change the way that Momentum Toronto showcased its work, that was centered around a true consumer insight vs glitzy high energy shots of the “build/footprint”.