NIKE(M)

Ultra Sound

For Black mothers-to-be (and their children) access to sport and wellness isn’t just self-care, it’s survival. Yet gaining that access is harder than ever. Nike Women came to Instrument with a singular mission—to serve mothers on the ultramarathon that is pregnancy.

In partnering with Nike we quickly established that our job was simple—amplify the voices of Black mothers (and then get out of the way). Together, we created Ultra Sound, an open and honest five-episode conversation series for Black moms-to-be. Hosted by mom and Olympic champion Sanya Richards-Ross, each episode dove into the authentic experience of Black motherhood—its community, dreams, challenges and joy.

From medical inequities to raising Black boys, to home births and astral planes, we really went there. Each episode is supported by exclusive Nike App content and a flight of deliverables across social channels.

BRANDING / CAMPAIGN / LONG-FORM STORYTELLING / EPISODIC CONTENT / MESSAGING / photography / art direction / production / film / MOTION / SOCIAL CONTENT