We discovered Strava's challenge feature while planning a spec project for a brand campaign, despite being users of the app. Our idea was to create social media content to introduce and showcase this feature through lifestyle content.

We centered our campaign around a main piece of content, designed for use across platforms like YouTube and TV. We also created vertical social media posts for Instagram, TikTok, etc., some cut from the main content and some shot specifically for these formats.

Filming took place around Copenhagen, with challenges like unpredictable weather. In post-production, we focused on meticulous editing, fitting music, sound effects, and color grading to give the ad a sporty yet unique style