After Pinterest introduced a feature where users could create collages organically on the app, they began to pilot a new ad format with a select subset of their advertisers. Nike was one of the first brands to leverage this, targeting Gen Z users with a fresh and creative aesthetic that has a more authentic feel to it than a standard social ad.
Moodboarding
Nike provided three audience personas for us as a thought starter – the driven warrior, the knowledge-seeker, and the individualist. Starting with a moodboard, I divided the images provided by Nike into three groups based on these personas and used these to curate a colour palette for each collage. As I progressed to building out the collages, I then added in textures from the supplied brand assets and supplemented these with stock imagery that aligned with the overall vibe of each collage.
Final Assets
Stock imagery was only utilised for background and accent elements, such as the disco balls, yoga mat texture, and silver jewellery. While each collage has its own personality, distinguished through the use of colour and lifestyle elements, the set of three still feel connected through the urban textures, metallic accents, and cut-out style used.
Reception
The collages were presented as a carousel ad on Pinterest, with specific Nike products shown being tagged in order to be easily shoppable. This new collage approach resulted in higher engagement from Gen Z, as published by Pinterest in their success story article about the project.