SAUCONY
Shoreditch 10K // A cultural approach to OOH
For Saucony’s first sponsorship of the Shoreditch 10K, I approached out-of-home as a cultural surface rather than a media channel.
Shaped by the texture of East London, the work moved away from expected race formats, blending performance thinking with street-level expression. Guerrilla fly-posting, marked by oversized Saucony iconography, unfolded across Shoreditch and nearby streets, echoed by more traditional placements to create a quiet continuity across the city.
The campaign extended naturally into its surroundings, including a user-generated music video filmed in a nearby overground station, where the work became part of the backdrop.
An exploration of how a brand can exist within a place, not just appear in it.
For Saucony’s first sponsorship of the Shoreditch 10K, I approached out-of-home as a cultural surface rather than a media channel.
Shaped by the texture of East London, the work moved away from expected race formats, blending performance thinking with street-level expression. Guerrilla fly-posting, marked by oversized Saucony iconography, unfolded across Shoreditch and nearby streets, echoed by more traditional placements to create a quiet continuity across the city.
The campaign extended naturally into its surroundings, including a user-generated music video filmed in a nearby overground station, where the work became part of the backdrop.
An exploration of how a brand can exist within a place, not just appear in it.
