Produced by Cheyenne Smith, Directed by Luke Webster

The Challenge
The goal was to create a branded running campaign that felt emotionally grounded and human without relying on scripted scenes or traditional commercial tropes.

The Approach
We leaned into a documentary-first production model. By casting real runners and embedding with them in their everyday environments, the project prioritized presence over performance. Each story was captured by a dedicated, small crew, allowing space for trust-building and organic moments while maintaining a consistent creative vision across all five films.

The Solution
A central hero film anchors the campaign, intercutting each runner’s story to create a collective narrative, while five micro-films allow audiences to connect more deeply with each individual. This structure enabled the brand to tell a larger story about running while honoring each character’s unique experience.

The Result
The final campaign feels intimate, honest, and emotionally resonant, blending documentary storytelling with commercial impact.