BTS - Brooks Running

How we brought the Cascadia 2025 launch to life: from concept to final cut.
A full creative production for Brooks Running.

Creative constraint and Pitch

The brief was simple: create a commercial concept for the luanch of the new trail shoes, the Cascadia, from Brooks.

The only constraint: highlight two different colorways of the same shoe.

My pitch: “Shoes are engineered in the lab — but the trail is no lab. It doesn’t forgive. Real terrain is the ultimate test. That’s why these shoes endure.”

The concept: “Born in the lab. Raised on the trail” A visceral metaphor that sparks trust: these shoes look built to last.

Building the look

To keep the campaign coherent and premium, we began by studying Brooks’ full catalogue. The objective was to craft two distinct yet consistent looks, each tied to a specific location and true to the brand’s identity.

Studio setup: controlled lighting to emphasize product details and evoke a “lab” atmosphere — sober & premium.
Trail location: a textured mountain path where we could capture sunset light. Not too alpine — the focus was speed and surface textures. The more vibrant colorway matched the warm, shifting tones of the light.

This contrast, engineered precision in the studio vs. raw endurance on the trail, became the backbone of the visual style.

Pre-production

Once the visual looks and locations were defined, we moved into structured pre-production.

Mood board: We curated visual references and style inspirations aligned with Brooks’ brand tone.
Storyboard & shot list: Every sequence was mapped out in advance. This allowed us to plan timing, gear, and coverage without wasting energy on indecision during the shoot.
Pre-edit: Before filming, we built a rough “edit before the edit”, a skeleton cut that outlined the flow and rhythm of the final film. This gave us a clear roadmap while still leaving space for spontaneous creativity on location.

This preparation help us know what to capture, how to capture it, and how it would serve the final narrative.

Production

The shoot was designed to be agile yet structured, a balance I’ve carried over from my engineering background. I like things to be clearly framed and efficient, while leaving room for creativity when the moment calls for it.

Small teams: Both studio and trail setups were kept intentionally lean. Outdoors, light changes quickly and terrain demands flexibility, too much crew or gear creates inertia. Smaller, focused teams allowed us to move fast, adapt, and capture the right moments without friction.
Efficiency on location: With pre-production locked (storyboard, shot list, pre-edit), we could concentrate on execution, knowing exactly what we needed, while staying open to spontaneous shots.
Working with athletes: A key part of the visual identity was authentic running form. Athletes know their stride and movement better than anyone, so we reviewed shots together on location to ensure performance and visuals aligned. This collaboration added authenticity and kept the footage true to the sport. Showcasing perfect running form was really important for us.

Built by runners. For runners.

Post-Production

All post-production was handled in-house to keep full creative control.

I assembled a first cut within days, then refined it through an iterative, collaborative process of feedback and adjustments. The final version was locked the following week, complete with sound design, VFX, and grading.

I like fast turnaround, it keeps the momentum from the shoot alive ensuring the story stays sharp and the creative energy doesn’t fade.

In 2025, audiences on social media don’t just want another ad dropped into their feed. They’re saturated with advertising and often skip over anything that feels purely promotional. What actually captures attention is a sense of world-building and anticipation around a brand.

The hero film became only the anchor. To make it resonate, we built a full ecosystem:

Teasers and texture shots created intrigue before the release, hinting at a mood rather than showing the product outright.
Behind-the-scenes content gave authenticity and transparency, letting the audience feel part of the process rather than the target of an ad. We usually see BTS content generate almost twice the views of the actual film on social media.
The hero film itself delivered the premium brand image, something too refined to exist in the fleeting format of a quick reel.
BTS reels, extracts, and athlete collabs extended the story, spreading hype and credibility across multiple touchpoints.

This rollout strategy turned the campaign from “just another ad” into a brand experience people wanted to follow. By layering hype, authenticity, and premium imagery, we invited the audience not just to watch, but to step into the brand’s world.