Performance isn’t one moment. From tying your laces to the final stretch, the campaign follows the rhythm of a run, creating a visual language that feels credible to experienced runners while remaining approachable to those just getting started.
PROJECT:
A performance running campaign bringing together Brooks and Asics around more inclusive view of the sport. Rather than presenting running as the domain of elite athletes, the campaign positions premium performance footwear within the experience of everyday runners—balancing technical credibility with imagery that feels human, energetic and attainable.
MY ROLE: Design, art direction, videography & editing
Photo & video: William Reddell
Creative Director: Andrew Naeger
Stylist: Becky McFarland Cox
Retoucher: Savannah Lynch
CREATIVE DIRECTION:
I built the visual narrative around the rhythm of a run rather than a single definition of performance—from lacing up and movement to stretching and recovery. Dynamic and relaxed moments created an approachable visual language, while a modular approach to styling, product and poses allowed the concept to scale naturally across photography, motion, social, email and web.
CREATIVE CHALLENGE:
Performance running often relies on familiar visual codes: speed, intensity and peak athleticism. While these cues establish credibility, they can also make the category feel exclusive.
The opportunity was to retain that sense of performance while creating a broader, more approachable visual world—one that could speak to seasoned runners without excluding someone just getting started. With a one-day shoot, multiple product changes and a limited budget, the concept also needed to generate a flexible library of assets across channels.
RESULTS & REFLECTIONS:
The resulting system created a cohesive campaign across digital touchpoints while giving each channel enough flexibility to tell the story differently.
Performance data also revealed a clear behavioral insight: motion consistently outperformed static imagery and traditional call-to-action assets, with homepage video delivering stronger-than-usual conversion. Beyond validating the campaign approach, it reinforced an important direction for future work—treating motion not as a secondary adaptation, but as a core part of the creative concept from the beginning.