Brooks Running
Brooks Running
Run Bra — Product Storytelling
Run Bra — Product Storytelling
Run Bra — Product Storytelling
A category-reframing product story for Brooks Run Bra—a declarative brand voice paired with integrated live action + illustration and a practical toolkit (templates, ratios, and specs) so the look and message stay true to the system across channels.
A category-reframing product story for Brooks Run Bra—a declarative brand voice paired with integrated live action + illustration and a practical toolkit (templates, ratios, and specs) so the look and message stay true to the system across channels.
Categories
Integrated Campaigns
Content Platforms
Industry
Retail & eComm
At a Glance:
The Ask
Reframe the category—make a clear, confident case for Run Bra (not “just a sports bra”) with a story that feels authentic to real runners and flexible enough to travel across channels at launch.
The System
A modular brand + motion system built around a declarative voice, integrated live action + illustration, and a toolkit of re-usable scene elements and typography. The production plan prioritized coverage and efficiency (isolated locations, lean crews, multi-camera + drone capture; layered animation using a digital/analog technique alongside hand-drawn moments), then packaged deliverables into masters and social ratios with templates and specs so teams could ship fast, on-brand, and consistent at scale.
Outcomes
A recognizable voice + motion toolkit that teams could ship quickly across channels—part of a broader Brooks program that contributed to a +15% sales lift and reinforced premium positioning.
At a Glance:
The Ask
Reframe the category—make a clear, confident case for Run Bra (not “just a sports bra”) with a story that feels authentic to real runners and flexible enough to travel across channels at launch.
The System
A modular brand + motion system built around a declarative voice, integrated live action + illustration, and a toolkit of re-usable scene elements and typography. The production plan prioritized coverage and efficiency (isolated locations, lean crews, multi-camera + drone capture; layered animation using a digital/analog technique alongside hand-drawn moments), then packaged deliverables into masters and social ratios with templates and specs so teams could ship fast, on-brand, and consistent at scale.
Outcomes
A recognizable voice + motion toolkit that teams could ship quickly across channels—part of a broader Brooks program that contributed to a +15% sales lift and reinforced premium positioning.
(Overview)
Redefining Performance with Confident, Relatable Storytelling
The brief was bigger than a spot: give runners a reason to see this as Run Bra, not generic fitness gear. I led the creative stance and system guardrails—bold, hand-drawn type; real-runner motion; and a straightforward, inclusive tone—so the message lands fast and feels part of the running community.
To make it shippable, we designed the rollout as a repeatable content kit. We planned for coverage (isolated locations, two-day shoot, four cameras including aerial/stills) and built an animation library of pieces-and-parts—mixing a quick digital/analog motion technique with hand-drawn beats. That let editors assemble assets for different placements on-brand and on-time, with the voice and pacing faithful to the system.
This launch kit plugged into the ongoing Brooks content program, helping deliver a record revenue increase across seasons while keeping execution on-brand and on-spec.
(Overview)
Redefining Performance with Confident, Relatable Storytelling
The brief was bigger than a spot: give runners a reason to see this as Run Bra, not generic fitness gear. I led the creative stance and system guardrails—bold, hand-drawn type; real-runner motion; and a straightforward, inclusive tone—so the message lands fast and feels part of the running community.
To make it shippable, we designed the rollout as a repeatable content kit. We planned for coverage (isolated locations, two-day shoot, four cameras including aerial/stills) and built an animation library of pieces-and-parts—mixing a quick digital/analog motion technique with hand-drawn beats. That let editors assemble assets for different placements on-brand and on-time, with the voice and pacing faithful to the system.
This launch kit plugged into the ongoing Brooks content program, helping deliver a record revenue increase across seasons while keeping execution on-brand and on-spec.
(Architecture)
System in Practice
Built to move fast—and stay consistent
Narrative stance
Declarative line “Run Bra” sets the POV; copy rhythm favors short, confident beats that read in-feed and in-store.
Visual language
Hand-drawn typography, simple geometric transitions, and a warm, inclusive palette; grade rules so live action and illustration feel stylistically coherent.
Live-action plan
Isolated locations with lean crews; multi-camera + drone to maximize each setup; shot lists designed to yield brand, generic runner, and product inserts in a single pass (coverage over reshoot).
Animation system
Toolkit of reusable elements; digital/analog motion for quick builds; hand-drawn accents for hero beats; timing bands that keep pacing consistent in look and pace across edits.
Templates & delivery
Masters (:30/:15/:06) + 16:9 / 1:1 / 9:16; lower-third/supers styles; thumbnail/title patterns; spec pack (ratios, codecs, safe areas) so outputs are on-spec and version-correct.
Portrayal & inclusivity notes
Movement first, product second; avoid objectifying framing; representation guidance; caption contrast/WCAG checks—so every adaptation holds the line on brand and values.
(Architecture)
System in Practice
Built to move fast—and stay consistent
Narrative stance
Declarative line “Run Bra” sets the POV; copy rhythm favors short, confident beats that read in-feed and in-store.
Visual language
Hand-drawn typography, simple geometric transitions, and a warm, inclusive palette; grade rules so live action and illustration feel stylistically coherent.
Live-action plan
Isolated locations with lean crews; multi-camera + drone to maximize each setup; shot lists designed to yield brand, generic runner, and product inserts in a single pass (coverage over reshoot).
Animation system
Toolkit of reusable elements; digital/analog motion for quick builds; hand-drawn accents for hero beats; timing bands that keep pacing consistent in look and pace across edits.
Templates & delivery
Masters (:30/:15/:06) + 16:9 / 1:1 / 9:16; lower-third/supers styles; thumbnail/title patterns; spec pack (ratios, codecs, safe areas) so outputs are on-spec and version-correct.
Portrayal & inclusivity notes
Movement first, product second; avoid objectifying framing; representation guidance; caption contrast/WCAG checks—so every adaptation holds the line on brand and values.
Delivered while Co-Founder & Chief Creative Officer at The New Blank
