BAJAK JKT 2013 & 2014

Conceived as the lead-up to We Run Jakarta in 2013 and 2014, the campaign treated Jakarta itself as the training ground. Streets were re-imagined as performance routes, inviting runners to test pace, build rhythm, and arrive at race day prepared to better their personal bests.

By hacking the city in real life, the work naturally extended into digital behaviour—runners shared progress via #BajakJKT, while increased engagement on the Nike+ app reinforced the platform’s role in everyday training. My involvement spanned account management, local creative direction, and digital content planning, ensuring the idea landed with relevance and credibility on the ground.