NEW YORK CITY MARATHON
NYC is an iconic race, not only because of its location, but because of the size and diversity of its field, and how difficult it is to gain entry. We chose to celebrate it by highlighting local insights and bringing them to life in Lichtenstein’s pop art style to compliment the commemorative shoe.
Thanks to runner, Creative Director, and writer Julie Lamb of NYC we injected hyper local insights while remaining globally relevant. We wanted to speak to the nuances of the race that anyone would understand who is gearing up for this bucket-list race.
Rather than filling the feed with marketing jargon we wanted to create an authentic connection with runners by demonstrating our insider knowledge through these comedic thoughts that every NYCM runner deals with.
In the digital space we decided to focus more on product. At this point in the customer journey the consideration to buy is much higher and they need to get to the product page as smoothly as possible.
Adapting this classic aesthetic for the modern realm of digital meant animating the static graphic for added engagement on social platforms.