Unit 2

Concept Summary:
The Running Shoe
The Brief We’re making a campaign for a
brand new running shoe. The shoe
The Audience is very durable and comfortable
shoes, not very attractive though.
The Insight Our audience is novice/new
runners. The company is known for
The Idea sportswear not footwear. They
would like to be a player in the
VIsual Reference running shoe game.

Execution
The Brief

The Audience New runners often struggle with

thinking of themselves as runners,
unless they accomplish huge things.
The Insight

The Idea

VIsual Reference

Execution
The Brief

The Audience

The Insight Life is like an endurance race: it’s

about perseverance, pacing, and
focus.
The Idea

VIsual Reference

Execution
The Brief

The Audience

The Insight

The Idea We’re all runners already.

VIsual Reference

Execution
The Brief

The Audience

The Insight

The Idea

VIsual Reference We pulled references from editorial

running photography, fast sequences
in film, surreal film, and Maria
Execution Svarbova’s photography.
The Brief

The Audience

The Insight

The Idea We’ll create a film that uses audio

clips from runners talking about why
they aren’t good at the sport. We will
VIsual Reference
show vignettes where the runners
demonstrate the skills they say they
Execution don’t have in everyday life, while
running elements appear in their
everyday world surreally. It’ll be bright
and warm, yet dramatic, like a Maria
Svarbova image.
Concept Summary: The Rapper
We’re making a campaign for a brand new running shoe.
The shoe is very durable and comfortable shoes, not very
attractive though. Our audience is novice/new runners.
The company is known for sportswear not footwear.
They would like to be a player in the running shoe game.

New runners often struggle with thinking of themselves as

runners, unless they accomplish huge things. So we say life is
like an endurance race: it’s about perseverance, pacing,
and focus.

We’re all runners already.

We’ll create a film that uses audio clips from runners talking
about why they aren’t good at the sport. We will show
vignettes where the runners demonstrate the skills they say
they don’t have in everyday life, while running elements
appear in their everyday world surreally. It’ll be bright and
warm, yet dramatic, like a Maria Svarbova image.