Nike – Let the Run Tell You Why


Running isn’t seen as an enjoyable sport in China, and it doesn’t help that some schools use it as a form of punishment. The brief was to inspire non-runners to fall in love with the sport.

Since running is all heart, not head, we’re not going to tell you why. We’ll let the run tell you.
We created an interactive film that allows you to chase the answer down yourself.

I created the case study film, along with editing two and shooting several of the vignette films that branched off from the main spot. They feature Liu Xiang and Fudan Girls.





Case study