“Respect The Run” Campaign
NYRR RUNNING Etiquette Campaign
Ideation, Creative Direction, Illustration, Execution — Images ©New York Road Runners
We developed a creative campaign to raise awareness around runner safety and etiquette to influence and create behavioral change with our NYRR runners — isolating bad behaviors to make everyone's experience safer and better. It had to take on a light-hearted tone to entertain and create engagement, be mindful of diversity and be scalable to long-lasting, cross-platforms storytelling.
We developed monsters illustrations which in combination with tongue-in-cheek taglines written by Jaydee Jana, creates accountability without pointing fingers. It makes for a story the runners will remember while putting a smile on their face.
Characters Studies
In Situation - Race Course, TCS New York City Marathon Expo, Airb'n'b Brooklyn Half Expo, NYRR Run Center
Character Studies
In Situation - NYRR Run Center, United Airlines Manhattan Half Start Village
Characters Study
Digital Applications
Alternate Direction Using Animals Illustrations
