For this campaign I developed the concepts, art-directed the filming and photography, planned the production and original score composition, all amidst unique challenges with production and development timelines.The strategy behind the creative leveraged Usain Bolt’s on-camera personality to visually represent the key product feature (lightness) with simple, elegant and universal ideas. Assets were made to be modular, allowing the ability to drop in different products without significant changes to the creative or producing redundant iterations.

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