Founded by Savannah James and April McDaniel and led by CEO Porsha Ellis, “Let It Break is a members-only community designed for women ready to grow from the inside out. Through intimate group coaching, curated experiences, and expert-led gatherings, we offer a grounded, holistic path forward — one that honors who you are and who you’re becoming.”
Working with the Let It Break team, I researched and designed a strategic brand language toolkit featuring refreshed copy for internal and external communications including new loglines, web and newsletter copy and social media guidelines. The project focused on a strategic approach to copy that helped bring additional color and context to Let It Break’s growing brand awareness.
Season: Spring 2025
Key Role: Brand Strategist and copywriter
Key Assets: Internal toolkit, external-facing copy
Key Activation: Website
The long-awaited collaboration between Megan Thee Stallion and Nike included a signature collection, Hot Girl Systems, and a holistic wellness campaign aptly titled, Thee Hottie State of Mind.
Prioritizing authenticity of voice and delivery, Nike and Thesis wanted a writer who’s style of writing naturally captured Thee Hot Girl Coach’s tone, attitude and energy — a Black woman writer with Megan’s entire discography downloaded to her phone (yes, me). Working with Thesis, I collaborated with the Nike client team and writers to create editorial and ad copy that felt natural to Hot Girl Meg and her army of Hotties.
Enter Thee Hottie State of Mind.
Season: Spring 24
Key Role: Lead Writer
Key Assets: Editorial Content; Ad Copy
Key Activations: Nike.com, Nike App, Nike Training Club and Social Media
Nike APLA enlisted Concious Minds to capture international soccer stars for the Nike APLA Women's 2023 World Cup digital campaign. The campaign, which went live during the Women’s World Cup, featured Bunny Shaw (Jamaica), Hayley Raso (Australia) and Risa Shimizu (Japan) in both lifestyle and performance apparel. I came on to assist with conceptual creative, including developing content ideas and Q+A for the athletes.
Season: Summer 2023
Key Role: Senior Creative, copy support
Key Assets: Stills and motion
Key Activation: Digital and social
Partnering with creative content makers, we introduced their online communities to the latest products from the JD Sports x Nike Need It Now collection in a fresh, new and authentic ways – telling her story, her way. To level up from our current program, we introduced 2.0 Makers — featuring them in original productions for brand channels — creating a fully integrated journey across consumer touch points, thus driving community in a fresh way.
This shoot was inspired by a dancer’s urge to move whenever, wherever, however. Told through the lens of a 90s-esque hair salon, our talent, Kayla Maria G helped us tell the story of a true 90s fly girl, moving to the beat in her safest place.
Season: Spring 2023 (February + March)
Key Role: Associate Creative Director, Writer
Key Assets: Digital stills, 00:15 motion clips
Key Activations: Digital (website, social media); In-Store (JD Sport Times Square)
Partnering with creative content makers, we introduced their online communities to the latest products from the JD Sports x Nike Need It Now collection in a fresh, new and authentic ways – telling her story, her way. To level up from our current program, we introduced 2.0 Makers — featuring them in original productions for brand channels — creating a fully integrated journey across consumer touch points, thus driving community in a fresh way.
This shoot was inspired by a dancer’s urge to move whenever, wherever, however. Inspired about spring time in the city, our talent, rising pop group, the Mako Girls helped us tell the story of sisterhood, dance and the sheer joy of springtime.
Season: Spring 2023 (April + May)
Key Role: Associate Creative Director, Writer
Key Assets: Digital stills, 00:15 motion clips
Key Activations: Digital (website, social media), In-Store (JD Sports Chicago, State Street)
Do More You was about capturing the messy and sometimes obsessive parts of wellness and celebrating the process unapologetically without sweating the small stuff because in the grand scheme: you just gotta do more you.
Partnering 13 dynamic digital creators with the Nike Women team, we created an in-app wellness resource for women athletes that lived across two Nike digital applications and Instagram. As part of each woman’s ‘package,’ we shared their authentic stories, from the power of speaking positively to yourself to practicing gratitude, including shareable quotes made for posting to social and articles that connected back to both sport and style. Writing responsibilities include app threads, email blasts, headlines and social media captions.
Season: Spring and Summer 2022
Key Role: Senior Creative
Key Assets: Digital stills; editorial content
Key Activations: Nike App; Nike Training Club App; Instagram
Partnering with creative content makers, we introduced their online communities to the latest products from the JD Sports x Nike Need It Now collection in fresh, new and authentic ways – telling her story, her way. To level up from our influencer-led TikTok program, we introduced 2.0 Makers — featuring them in original productions for brand channels — creating a fully integrated journey across consumer touch points, thus driving community in a fresh way by highlighting one key subculture in key city markets — Los Angeles and New York City.
This was the second in a 2-part shoot highlighting the BIPOC rollerskating community. We wanted to capture our skaters in their most authentic environments, highlighting their world in the realest way. For Bronx native Melody, the concrete jungle was her roller rink. We focused on using the city as her backdrop and opted for Pier 87, a usually bustling tourist spot in the summer, it made for the perfect place to play in the colder months — void of the usual ‘chaos of the city.’
Season: Holiday 22 (December + January)
Key Role: Associate Creative Director + Writer
Key Assets: Digital stills, 00:15 motion clips
Key Activations: Digital (website, social media); In-Store (JD Sports Times Square)
Partnering with creative content makers, we introduced their online communities to the latest products from the JD Sports x Nike Need It Now collection in a fresh, new and authentic ways – telling her story, her way. To level up from our influencer-led TikTok program, we introduced 2.0 Makers — featuring them in original productions for brand channels — creating a fully integrated journey across consumer touch points, thus driving community in a fresh way by highlighting one key subculture in key city markets — Los Angeles and New York City.
This was the first in a 2-part shoot highlighting the BIPOC rollerskating community. Our LA skater, Toni, was captured at the famed roller rink, Moonlight Rollerway, in Glendale.
Season: Fall 2022
Key Role: Associate Creative Director, Writer
Key Assets: Digital stills, 00:15 motion clips
Key Activations: Digital (website, social media)
To supplement the release of the Air Jordan Retro 11 ‘Midnight Navy,’ I interviewed mother and daughter duo, Maria and Sara, and wrote a story about the strongest ties — family.
Season: Summer 2022
Key Role: Senior Copywriter
Key Assets: Editorial piece; digital stills
Key Activations: Nike App; social media
A fast-paced, low-budget feature for AF1’s 40th anniversary. Produced entirely by CM, from concept to casting and styling. The final work resulted in a 100% increase in engagement and became one of Nike App’s top engagement threads to date — including 27k comments.
Season: Summer 2022
Key Role: Senior Creative, Copy Toolkit and AD Support
Key Assets: Digital stills, in-app copy
Key Activation: Nike App; Nike.com
