Role: Experiential Designer and Lead Creative at Studio Messa

Location: Bondi Pavilion, Sydney

Brief: Launch Nike's Training category in Sydney through a high-impact physical experience that proves the work never stops. The activation must connect the "Athletes at Work" campaign platform to a real training environment, driving brand love and social amplification through participation rather than spectacle.

Key Responsibilities:

• Led concept development, spatial design, visual creative direction, and on-site styling across the full activation.
• Developed the overarching spatial concept, transforming Bondi Pavilion's Dolphin Court into a raw, industrial training arena that brought the "Just Do the Work" campaign platform to life.
• Directed the art direction and materiality across the space, working with scaffolding, industrial mesh, weathered surfaces, and large-scale red to build an environment that felt earned rather than produced.
• Designed the Nike Training Worksite as the hero zone, a 20x10m competition and training environment featuring structured workout programming, Metcon trials, and a live leaderboard.
• Directed wayfinding, signage, and supporting touchpoints across the Bondi Beach precinct including the North Bondi Outdoor Gym activation.

Outcome: Delivered Nike's Training category launch across three days at Bondi Beach, creating a physical home for the "Athletes at Work" platform in one of Sydney's most iconic outdoor settings.

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