Let the run tell you why





Credit:
Creative Director: Terence Leung, Azsa West
Art Director: Shaun Shahdom
Copy Writer: Jessica Price, Jimmy Chen
Designer: Timothy Cheng, Fish Ho, Kevin Lungsong, Wendy Yu

Nike Let the run tell you whyRunning has always been perceived as a form of punishment in Greater China. People have lost their reason to run, and we want to bring the spirit back by hitting the non-runners straight on with “Run and You’ll Understand”. To anticipate the coming up Shanghai Marathon we released a series of prints on bus shelters around shanghai inspiring people to join the run. Five prints, each telling a true running story that happened in Greater China. Each print provocatively tackle the viewers by visualizing their own questions when they see someone running on the street.

The out of home print ads drove curiosity and directed viewers to Nike.com, where these stories were revealed with a documented interactive video. Indications through out the sizzle video led viewers to individual documented stories and online games.

I worked as a visual designer, developed art direction, typography treatment for print and animation for interactive video.