REST MODE
The brief required the development of a new product or brand extension that addressed a tangible market problem. Identifying the lack of accessible mental-performance resources for athletes, I proposed a partnership that would treat the mind with the same technical rigor as the body.
I set out to build "Rest Mode"—a collaborative ecosystem between Nike and Headspace—to bridge the gap between physical training and psychological resilience, normalizing mental health as a core pillar of the athletic grind.
I originated the "Rest Mode" concept and directed the project's entire creative and strategic trajectory. The framework was built on the insight that mental fitness is the "unseen edge" of the world’s most elite performers. I developed the platform’s three-phase signature structure—"Own the Start," "Flow State," and "Win Tomorrow"—and personally translated this vision into a comprehensive PR strategy.
From the visual storytelling in the campaign video to the narrative voice of the "Focus Plays" modules, I ensured every touchpoint reinforced the synergy between Nike’s performance heritage and Headspace’s science-backed mindfulness expertise.