laurathatcher

Spenco's special line of Ironman insoles were specially crafted for athletes training for the infamous Ironman race, a daunting long-distance triathlon consisting of a 2.4-mile swim, a 112-mile bicycle ride and a marathon 26.22-mile run. One of the most difficult one-day sporting events in the world, participating in the race takes a huge tole on the body on race day and during the grueling months of training and preparation. In this ad campaign specifically targeted for athletes who had signed up for the race on the Ironman website, I wanted to convey how crucial support is in accomplishing something this difficult. I honed in on the way that insoles support the feet starting from the very first day of training up to moment they cross the finish line and used this theme to craft the copy.

 

In the approach to photography, I really wanted to display the insoles in motion. To make them appear as if they were running, I punched several tiny holes into the product, then strung clear string through the holes. This allowed me to move the insoles like a puppet until I mimicked the shape of running feet. I then photographed the pair of moving insoles from different angles for use in the varying of ad shapes.

CLIENT

Spenco

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PROJECT

Ironman Campaign Digital Ads

 

MY ROLE

Art Direction, Digital Design, Photography