Creative direction — Zalando — Directed by Scottie Cameron
JOMO in its purest form. The marathon global campaign made choosing the run the obvious call.
Choosing to run, over unfinished work still on your desk, the alarm before sunrise, the bakery smell on the way out, is its own resilient act. The marathon campaign was for people who actually run, who make that choice repeatedly against better offers. Franz Ferdinand's "Take Me Out" as the soundtrack because it names exactly that: being called out by your own shoes and the city waiting. The film brings a lightheartedness to the serious business of marathon prep: a woman in a boring office watching the clock go backwards, then going anyway. A man at dawn choosing running shoes over house slippers, to meet his run group.
Scottie Cameron directed the films and Melissa Schriek shot the stills. Our cast was of actual runners, an important aspect to nail running credibility. The setups place them where the choice is most visible: early Sunday mornings on empty streets, nighttime parks where everyone else is heading somewhere warmer and louder, run clubs instead of night clubs. The contrast is the whole point. Running alongside even when most of the city isn't.
Creative Direction
Julie Maillard, Sharon Tan, Marta Gonzalez
Director
Scottie Cameron
Photographer
Melissa Schriek
Styling
Irini Mpantis, Louise Mcilroy
Social Director
Zalando
Copywriting
Sim LeCompte, Verity Charmer
Creative Agency
Anomaly