PROJECT:
This performance running campaign brings together two iconic brands to drive digital engagement and excitement while showcasing premium products in an approachable way. By positioning these sneakers as accessible and relevant for everyday runners—not just athletes—the campaign broadens appeal and encourages wider adoption.
MY ROLE: Design, art direction, videography & editing
Photo & videographer: William Reddell
Stylist: Becky McFarland Cox
Retoucher: Savannah Lynch
STRATEGY:
Shooting in-studio gave us full control over lighting and consistency. This allowed for a more polished and cohesive visual output, while enabling quick transitions between looks and shoes. The layered wardrobe approach further maximized versatility, creating multiple distinct looks from a single base outfit.
CHALLENGE:
Working within a tight one-day shoot, multiple product changes, and a limited budget required a highly efficient approach to storytelling. The constraints pushed us to maximizing versatility across talent, wardrobe, and product in a condensed timeframe.
RESULTS & REFLECTIONS:
The creative system was designed with scalability in mind, allowing assets to be seamlessly adapted across email, social, web, and video channels. By highlighting premium running footwear through dynamic storytelling, the campaign helped drive renewed awareness and interest in the running category.
Performance data revealed that video content consistently outperformed static imagery and traditional call-to-action assets, especially on the home page, , achieving higher conversion rates than usual.
One of the key takeaways from this project was the impact of video on engagement and conversion. Moving forward, motion-first content should play an even larger role in future campaigns, serving as a primary vehicle for both brand storytelling and performance marketing.