Saucony’s Triumph 22 launches, featuring their latest cushioning technology: PWRRUNPB.

Working with photographer Paulsta we wanted to create dynamic lifestyle photography of runners in urban landscapes, so we landed on the Highline, Brooklyn and the Meatpacking district in NYC, as our locations. Using AI to visualise our shoot ideas and develop the concept, we worked closely with the client to finalise the details, before we then went on to Produce and Art Direct the photography for this campaign.

Our aim, when art directing the shoot, was to create an authentic feeling of running that would resonate with many. We produced images that could be paired with smiling emojis, to add further dynamism to the key visuals. In addition, we produced a studio shoot to get detailed shots of the shoes which were then combined with AI-generated expressive foam. All elements were designed for use across multiple touchpoints.

Highlighting the campaign’s tagline “The Feeling of A Better Foam” we created an expressive CGI foam on the Triumph's midsole using AI, to draw focus to this integral element, which was further highlighted when contrasted against the hard urban landscapes used for the shoot.

The smiling emojis were also generated with a mix of AI and bespoke drawn facial expressions and then placed on in post production. These emojis were animated for the campaign tease and this was also used as part of the London Marathon stand that we designed for Saucony.

The superior cushioning on the Triumph 22 shoes means any run is a joy, and we wanted to evoke that feeling in the campaign imagery, key visuals and animations that we produced. This campaign speaks loudly to the Saucony customer and engages the everyday runner with the latest iteration of a shoe that is favoured by many.

Credits

Photographer: Paulsta
1st Assistant: Eu Jin Lee
PA: Erik Morales
Talent: Nichole Ricketts, Derek Chan, Jana Abaskalova, Marwan Ali
Compositing and retouch: James O’Neil
Retouch: Sinisa Savic