Nike Runners Helping Runners
ART DIRECTION
DESIGN
Runners Helping Runners is a global campaign by Nike to support the running community worldwide. To communicate the joy and optimism of running, Nike teamed up with Instrument to create end-to-end content that leveraged authentic runners whose personal pursuits tie back to the message of health, wellness, and, most of all, fun.
Photography by Paola Kudacki.
We led three days of shoots across four locations in Brooklyn, Queens and Manhattan featuring our cast of real New York City runners. The casual runners were paired with the Nike Air Zoom Pegasus 39, and the performance-oriented runners with the Nike ZoomX Invincible Run Flyknit 2. In this short amount of time, we managed to get great interviews with all the runners, and capture tons of inspiring still and motion assets. Along with our on-set production team, we also conducted remote reviews of selects while providing real-time feedback and direction to the shoot mapped back to our final narrative and executions.
We came out of the shoot with a rich assortment of content representing unique audience segments for Nike.com, the Nike App, paid and owned media, and in-store marketing. To inspire runners and educate them on selecting their best fit, we drove to an article page on Nike.com where audiences could take a deeper dive into the different fits.
Our campaign content and designs also made a big impact in retail— showing up in flagship Nike stores in Soho, LA and Chicago across video screens and printed signage.
Instagram Reels were developed by stitching together burst photography into stop-motion videos, deepening the storytelling surrouding our New York City runners.
Nike Runners Helping Runners
ART DIRECTION
DESIGN
Runners Helping Runners is a global campaign by Nike to support the running community worldwide. To communicate the joy and optimism of running, Nike teamed up with Instrument to create end-to-end content that leveraged authentic runners whose personal pursuits tie back to the message of health, wellness, and, most of all, fun.
Photography by Paola Kudacki.
We led three days of shoots across four locations in Brooklyn, Queens and Manhattan featuring our cast of real New York City runners. The casual runners were paired with the Nike Air Zoom Pegasus 39, and the performance-oriented runners with the Nike ZoomX Invincible Run Flyknit 2. In this short amount of time, we managed to get great interviews with all the runners, and capture tons of inspiring still and motion assets. Along with our on-set production team, we also conducted remote reviews of selects while providing real-time feedback and direction to the shoot mapped back to our final narrative and executions.
We came out of the shoot with a rich assortment of content representing unique audience segments for Nike.com, the Nike App, paid and owned media, and in-store marketing. To inspire runners and educate them on selecting their best fit, we drove to an article page on Nike.com where audiences could take a deeper dive into the different fits.
Our campaign content and designs also made a big impact in retail— showing up in flagship Nike stores in Soho, LA and Chicago across video screens and printed signage.
Instagram Reels were developed by stitching together burst photography into stop-motion videos, deepening the storytelling surrouding our New York City runners.
