Project
Blue Ribbon Elite
Client
Nike
Company
On Board Experiential
Creative Team
Creative Lead – Kai Butler
2D Lead – Rina Patton
Year
2026
Objective
Create a disruptive and culturally authentic SXSW campaign to announce Nike’s inaugural Texas Blue Ribbon Elite athlete class, connecting Nike, Texas Athletics, and the Austin community through a series of high-impact experiences. The creative needed to feel uniquely rooted in UT and Austin while extending across physical activations, environmental elements, and traditional brand channels.
Roles and Responsibilities
As the 2D Lead, I worked closely with the brand team to translate the campaign strategy into a cohesive visual direction, collaborating through ideation and design development to determine how Nike and Texas Athletics could authentically
come together. I developed the visual assets and graphic language for the activation, considering how the creative would translate across environmental graphics, athlete-focused moments, digital and social touchpoints, and large-scale physical elements.
