Adwoa Aboah | What Are You Working On? (E4) | Nike

I was the lead copywriter across narrative and copy for this special episode of What Are You Working On-Nike’s YouTube documentary series where the brand followed athletes behind the scenes from an AAA POV. From ideation to completion across 8 months, I interviewed Adwoa to gain a better insight into how sport plays a key role in facilitating her busy lifestyle on the catwalk, leading her charity Gurls Talk and stepping in front of the camera as an actor. This was important as Adwoa wasn’t an elite athlete in a traditional sense like other episodes in the WAYWO series so we had to dig deep and find what helps her stay motivated to move her body.

These insights then informed the storyboarding of key beats alongside the director to build a realistic and relatable narrative in the film for our consumers to resonate with globally.

These interviews also aided the copy which appeared on Nike social across flagship, Nike Women and Nike London as well as digital and scripting questions for an IRL panel at NikeTown London hosted by broadcaster Alex Scott.