Crafting an emotional narrative based on a product innovation story.

Nike’s biggest brand activation campaign to date, in partnership with Nike’s VP of Special Projects - the late Sandy Bodecker.

I led the creation of the campaign’s storytelling narrative, creative, documentary, photography, tone of voice, and media partnerships blueprints.

Breaking2 was a unique live event.

The record attempt went beyond athletics fans – the number of people tuning in to the live stream was nearly eight times higher than the broadcast audience of the New York, Boston and Chicago marathons.

In total, 13.1 million watched the attempt live via Twitter (it was Twitter’s biggest-ever brand-driven, live-streaming event at the time), Facebook and YouTube, with 500,000 viewing at its peak.

To date, 19 million people have watched it.

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“Rapha is an ignition switch for creation and crafting a compelling brand narrative. We had the opportunity to work together on the early stages of the project which would become known as Breaking2, and his sharp insights and incredible passion for narrative helped us immensely on a variety of fronts. He's a quixotic, singular creative who can bring a wealth of experience and unmatched energy to any consumer-facing problem. - Mark McCambridge -Director, Brand Communication at Nike”. 

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