The Wembley Open
Role: Senior Creative & Lead Photographer for Nike London.
Responsible for Campaign Concept and Photography. Courtesy of AKQA.
Tiger Woods for Nike, The Wembley Open. 2018. Photographed by Jacqui J. Sze.
Alex Ox Chamberlain x Tiger Woods for Nike, The Wembley Open. 2018. Photographed by Jacqui J. Sze.
Context
With stereotypes of middle-age and middle-class men as the 'typical golfer', and with difficult access in Central London - London's youth do not care about golf. Tiger Woods will be in town for a few days before heading to The British Open. Nike wishes to deliver an authentic, youthful connection between Tiger and Young London to inspire the next generation.
Michael Dapaah, AKA. Big Shaq x Tiger Woods for Nike, The Wembley Open. 2018. Photographed by Jacqui J. Sze.
Idea
Inspire London's young generation, 'rebrand' golf in making it appealing to them by initiating our all-time golf legend, Tiger Woods, to meet with London's iconic heroes - comedian, Michael Dapaah and football champion, Alex Oxlade Chamberlain to meet.
In the lead up to at Carnoustie, everyone knows Tiger needs to enhance his short game. Let’s use his exceptional ability and flair as the basis to display what it truly means to be a Londoner.
Tiger Woods for Nike, The Wembley Open. 2018. Photographed by Jacqui J. Sze.
Impact
Reshaped and challenged the way people engaged with IG stories. With 24 frames, our 3.5mins IG story had over 1million views, 50% engagement throughout all frames, allowing Nike London youth to see golf in a new light.
All Photographs by Jacqui J. Sze, for Nike, 2018.
AKQA Team: Creative Director, John Cross, Senior Creative & Lead Photographer, Jacqui J. Sze, Art Director, Ray Cheung, Copy-Writer, Janak Jani. 2018.