CONCEPT + COPY

Because of an age-old cultural stigma about exercise and perfection, Japanese women rarely workout in public or play casual team sports.

Nike Tokyo tapped us to to shift this mindset. Yuriyan Retriever is the anthesis of this stigma: the enigmatic, bubbly and athletic Comedianne Extraordinare is willing to try anything once (even if she fails gloriously at it.) We created a series based on Yuriyan’s life in LA, in each episode she tries a new sport, meets new people and has a wildly good time.