For Nike's third collaboration with the  platinum-selling UK Grime MC Skepta, I collaborated with Nike creative to concept, write and produce a series of videos in the style of retro 90s late night cable infomercials. This was a playful take on Skepta's Never Sleep On Tour ethos which served as the north star for the campaign. This humorous riff on the Grime MC’s commitment to working hard and hustling drew directly from his messaging. Character dialogue and other elements of the script were drawn and inspired directly from Skepta’s interviews and social media posts. The videos were seen by millions of followers on Nike and Skepta's instagram and were featured in an installation at the Nike Lab in New York City.