adidas: Boston Marathon

Grow, 2019

The Ask:
Celebrate adidas’s 30th anniversary of sponsoring the Boston Marathon by gifting runners something way better than a branded sweatshirt.

The Solution:
An incredible personalized highlight film for every Boston Marathon runner. All 30,000 of them.

The Films

To truly capture each runner’s story and deliver a film worth sharing, we had to go beyond basic stats like split times or pace. So we dug into historic, demographic, and performance data to uncover more meaningful storylines. Like the first-time runner who destroyed expectations. Or the woman who traveled halfway around the world to raise money for charity. These insights became the basis of our film types, and added a level of personalization that truly made each film the story of a single runner.

The Site

In addition to helping create the personalized films, we created a delivery site for the films. After the race, runners simply entered their bib number to watch their Boston Marathon story come to life.

The Ads

When you make something this epic, you have to make sure people hear about it. So we created banners for adidas.com, emails to send to every registered runner, and social posts to help spread the word.

My Role:
As lead copywriter on the project, I sifted through the data, uncovered incredible stories, and put together the framework for our 30,000 unique films. I also wrote the promotional email and banners, plus some fake signs that made their way into the videos.