On Running
Soft Wins!
Brand
ProjectSoft Wins!
Date
Feb 2025
Description
On Running leans into a playful visual narrative for its Soft Wins campaign. Captured by photographer Samuel Bradley, the imagery balances activewear functionality with surrealist elements, including an oversized running shoe and the recurring presence of a red Elmo puppet. The project channels a warm, high-contrast aesthetic. Choreography by Simon Donnellon brings dynamic energy to a street-level city setting, utilizing natural light to cast distinct shadows across the scene. The campaign utilizes clean, analogue film techniques to frame the runners in a commercial, lifestyle-focused sportswear context.
Style
Commercial, Warm
Techniques
Natural light
Industries
Sportswear
Color
Crimson
Context
Advertising Campaign
Associated creatives
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