For the FW24 global brand campaign, we addressed a pivotal challenge: connecting authentically with a younger, digitally-native audience. Our creative response framed running not just as sport, but as a "real-life remedy" to the isolation of the digital age. By positioning shared movement as a catalyst for breakthrough, we produced an ode to the unmistakable energy of New York, Tokyo, and Berlin.
We centered the narrative on the humanity of the run, partnering with cultural vanguards Rejjie Snow, Soho Bani, and Miyachi. By pairing these artists with local run crews, we captured the profound "magic" that happens when personal identity meets community. The campaign lived through high-impact film, a partnership with i-D Magazine, and a global OOH rollout, ultimately generating 50 million impressions within its first 30 days.
Director @molliemills
Production Company @somesuchandco
EP @tantashtan
Producer @marthamcguirk @mrmrfilms
DP @ayindeanderson_
Copy @tom barnfield
We centered the narrative on the humanity of the run, partnering with cultural vanguards Rejjie Snow, Soho Bani, and Miyachi. By pairing these artists with local run crews, we captured the profound "magic" that happens when personal identity meets community. The campaign lived through high-impact film, a partnership with i-D Magazine, and a global OOH rollout, ultimately generating 50 million impressions within its first 30 days.
Director @molliemills
Production Company @somesuchandco
EP @tantashtan
Producer @marthamcguirk @mrmrfilms
DP @ayindeanderson_
Copy @tom barnfield
