As part of their global Play New campaign, Nike wanted to elevate athletes who find new ways for playing sport and driving change within their respective sports. In line with the global concept, featured athletes needed a powerful story that could motivate people and highlight the great transformative influence sports have.

We identified Mara Gomez, the first transgender football player in Argentina that made her way to professional leagues, to feature as part of the New Achievements campaign. We led an in-depth interview to uncover the most important moments across her career and explore her importance of being a role model that inspires people to pursue sport as a career path.

To support this narrative, we developed a comprehensive campaign that included a variety of materials. We created videos, social media content, and public communications to effectively share her story.

Each piece was designed to highlight different facets of Mara's journey and her impact on the sport and her community, ensuring a wide reach and strong engagement across multiple platforms. An approach that allowed us to convey the depth of Mara's story and the importance of inclusivity and diversity in sports.

Mara faced challenges from prejudices, self-doubt, and even long-standing rules. However, sport changed her life, and she wants to share that transformative experience with future generations to make football more inclusive and diverse.

To amplify her voice and enhance the campaign's message, thousands of assets were created, including illustrations, photographs, and videos.