The Runner’s Dilemma…
Under Armour's brief asked us to create a messaging platform that uniquely speaks to the mentality of runners who are training to become "great". After a series of interviews with both competitive and casual runners we stumbled onto an “a-ha” moment. Every runner we spoke to said they run to disconnect – to recenter themselves and get away from the distractions that chase them through their day. Yet each runner had the same response when we asked them how it feels when they’ve completed a run but forgot to turn on their GPS. The response: “It’s like the run didn’t even happen”. This phenomenon of wanting to disconnect while still being connected to an app to track and share their results is a paradox we coined “The Runner’s Dilemma.”
The Speed Project
We used the "runner's dilemma" as a way to calibrate our stories making sure our narrative allowed runners to feel connected, disconnected, alone and together all at the same time. This culminated in a documentary style video about an ultra race through the desert, between LA and Las Vegas, where the best running teams in the world competed.
