Nike x Carlos Alcaraz

Creative Direction 〡 Dialog 〡 Promotional

Chess helps Wimbledon Champion Carlos Alcaraz get in a winning mindset, and observe moves at lightning pace. In collaboration with Nike, Chess.com released a fully-interactive AI replica of the tennis star for a limited two-week campaign. Carlos’ bot was challenged by 2M+ members internationally.

I worked quickly within a tight deadline to deliver 300+ lines of original dialog, receiving praise from Nike’s creative team. I also supported the campaign by writing the launch emails and promotional push notifications.

PRESS:

ATP Tour / Nov 2023

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GAME. SET. MATE.

Sent to hundreds of thousands of Chess.com users, email and push copy was prepared for the campaign’s launch.

I included a healthy hit of tennis references, and created an iconic tagline which set the tone for the rest of the campaign.

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SASHIMI, ANYONE?

300+ lines of dialog were written in the voice of Carlos. Each phrase was triggered by specific chess moves, and so the copy was carefully crafted to reference different openings to create a fast-paced and fun user experience.

When writing the dialog, I was inspired by Carlos’ heritage, habits, and hobbies from extensive research. Before writing, I often make notes to stay organised and capture major details. I discovered that the world #2 is partial to a sushi lunch before his grand slam matches.