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The Nike Vaporfly 4% running shoe had been scientifically proven to delay the feeling of fading-out on a long run. Marathon runners were breaking records, the running community were saying the shoes should be banned, Mo Farah had a pair 3D printed to his feet!

But Nike still had a problem:

Their core audience in London couldn't care less.

We were tasked with creating a suite of films that would both pique the interest of the city’s 18 year old runners and cut through the bonkers content these kids were already consuming on Instagram.

If you’d like to watch them, please drop me an email and I’ll send you the password.