Brooks Running
Brooks Running
Tech Shorts — Product Storytelling
Tech Shorts — Product Storytelling
Tech Shorts — Product Storytelling
A pragmatic, coverage-first product story for Brooks Tech Shorts—lean live action + illustration, a reusable animation toolkit, and channel templates so every cut feels on-brand and on-spec across web, social, and retail.
A pragmatic, coverage-first product story for Brooks Tech Shorts—lean live action + illustration, a reusable animation toolkit, and channel templates so every cut feels on-brand and on-spec across web, social, and retail.
Categories
Integrated Campaigns
Content Platforms
Industry
Retail & eComm
At a Glance:
The Ask
Make the Tech Shorts story land fast for everyday runners—spotlighting innovation without slipping into generic “sportswear” tropes—and build a kit that can feed web, social, and retail placements at launch.
The System
A modular brand + motion approach that pairs lean live-action capture with integrated illustration: two production days, four cameras plus drone for maximum coverage, and a mixed digital/analog animation technique with select hand-drawn accents. We built a “pieces-and-parts” toolkit so editors could assemble cutdowns that feel distinct from Run Bra while staying true to the same visual language.
Outcomes
Channel-ready masters and ratios that teams can ship quickly—part of a broader Brooks program that contributed to a +15% sales lift and reinforced premium category leadership.
At a Glance:
The Ask
Make the Tech Shorts story land fast for everyday runners—spotlighting innovation without slipping into generic “sportswear” tropes—and build a kit that can feed web, social, and retail placements at launch.
The System
A modular brand + motion approach that pairs lean live-action capture with integrated illustration: two production days, four cameras plus drone for maximum coverage, and a mixed digital/analog animation technique with select hand-drawn accents. We built a “pieces-and-parts” toolkit so editors could assemble cutdowns that feel distinct from Run Bra while staying true to the same visual language.
Outcomes
Channel-ready masters and ratios that teams can ship quickly—part of a broader Brooks program that contributed to a +15% sales lift and reinforced premium category leadership.
(Overview)
Designing for Real Runners—and Real Workflows
Tech Shorts needed to read as functional performance, not fashion. I set the creative stance and guardrails: clean, declarative copy; inclusive portrayal; and a visual language that integrates illustration over live action to call out features without slowing the pace. During pandemic constraints, we planned for isolated locations and built a schedule that would serve multiple deliverables at once.
To make the story scale, we prioritized coverage and reuse: two days, four cameras + drone, plus a pieces-and-parts animation library mixing digital/analog techniques with hand-drawn moments. That gave editors flexibility to create platform-specific cuts that feel faithful to the system while looking distinct from the parallel Run Bra launch. The approach fed a broader Brooks program that helped deliver a +15% revenue increase across seasons.
(Overview)
Designing for Real Runners—and Real Workflows
Tech Shorts needed to read as functional performance, not fashion. I set the creative stance and guardrails: clean, declarative copy; inclusive portrayal; and a visual language that integrates illustration over live action to call out features without slowing the pace. During pandemic constraints, we planned for isolated locations and built a schedule that would serve multiple deliverables at once.
To make the story scale, we prioritized coverage and reuse: two days, four cameras + drone, plus a pieces-and-parts animation library mixing digital/analog techniques with hand-drawn moments. That gave editors flexibility to create platform-specific cuts that feel faithful to the system while looking distinct from the parallel Run Bra launch. The approach fed a broader Brooks program that helped deliver a +15% revenue increase across seasons.
(Architecture)
(Architecture)
Delivered while Co-Founder & Chief Creative Officer at The New Blank
