For the launch of the Nike Paige Bueckers GT Hustle, our team was tasked with creating a digital billboard to overlook one of the busiest intersections in Midtown Manhattan. I led the design side of the project, working closely with a designer, digital producer, motion team, and the Nike client to bring it all to life using the brand’s photography, style guide, and creative assets.
This was a fast-moving project with plenty of curveballs—client feedback shifts, tight timelines, and the challenge of adapting existing brand elements to work in a bold, digital-out-of-home format. Through close collaboration across teams, we problem-solved in real time and stayed focused on telling a strong visual story that felt true to both Paige’s personality and the energy of the GT Hustle line.
In the end, we delivered a vibrant, high-impact piece that brought real visibility and excitement to the launch—and helped Nike show up in a big way on one of the busiest streets in the world.
