To address this challenge, a range of 2D and 3D assets were developed that revealed the runner’s relationship with her urban environment – how she sees it, how she uses it, and how it makes her feel. The scale, power, and strength of the structures were designed to reflect the runner's growing ambition and confidence. As she runs through them, they empower her on her journey. Cult actor and photographer Cole Sprouse, with over 6 million followers on Instagram, was enlisted to shoot the campaign. This provided the reach to drive awareness and unprecedented global exposure of the product. A 50-second high impact hero film was also created, directed by Sarah Chatfield, and accompanied by a killer track composed by Dan Weinberg.
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