June 2024
Zalando–Your run, your pace.
creative direction, co-writing
Definitely my favorite project of the year. I teamed up with my best friend, Roberto Brundo, as an art direction duo for this campaign. Earlier this year, along with Joey from Pretty Good, we pitched the idea—and thank God, we got it! The campaign spanned 12 weeks, crossing multiple media platforms with a variety of assets, allowing us to tell the story in unique and credible ways.
Roberto and I worked closely on crafting a story and developing a distinct visual language that reflected the values of the running culture. One personal highlight was collaborating with the incredibly talented director Ale Ruiz-Zorrilla on the script and concept for the campaign film. Her creative and open approach brought a new dimension to the project, taking it to another level. Writing this campaign and working with such talented creatives was both a pleasure and an honor. It’s a project that brought together the perfect mix of passion, creativity, and teamwork.
Your run, your pace.
Shot on 16 mm Kodak film, the "Your Run, Your Pace" campaign film is a visually poetic exploration of what running means to a diverse group of marathoners. The tactile quality of the film stock enhances the intimate, raw emotion of each runner’s journey, grounding the narrative in authenticity. Through a contemplative narration, the film provides deep insight into the runners' personal connections to the sport—how it empowers, unites, and challenges them on a deeply personal level.
The film’s visual storytelling employs match cuts with precision, underscoring the central theme that pace is irrelevant. By framing each runner in identical compositions, regardless of speed, the film subtly dismantles the notion of competition, emphasizing instead the shared experience of movement. This technique elevates the narrative beyond individual achievements, transforming it into a broader meditation on perseverance, community, and the universal beauty of running. Ultimately, "Your Run, Your Pace" is less about crossing the finish line and more about the significance of taking part, no matter how fast or slow.
Full credits on vimeo.
Punchy, but fun.
Building on the evolving cultural landscape of running, our visual approach for this campaign taps into the core essence of the run itself—celebrating individuality, resilience, and self-expression over speed. As six diverse runners embark on their 12-week marathon journey, our visuals invite the audience to join them, embracing their own pace while following the interactive social media campaign. We had the pleasure of working with Pim Rinkes as the campaign photographer, whose work beautifully captures the raw energy, determination, and moments of exhaustion that define personal endurance.
Authenticity was at the heart of our visuals, rooted in community engagement while maintaining a fun and punchy style. Each image highlights the spirit of the runners in motion—capturing strain, fleeting motivation, and the perseverance that ultimately embodies “Your Run, Your Pace.” This campaign is about more than just running; it’s about embracing the unique journey of each participant and reflecting the endurance of the human spirit.
Slide through, it’s fun.
