Camp Strava 2024

The Setup

In 2024, Strava hosted 400 professional athletes, sport industry leaders, and creators in Los Angeles for its third annual Camp Strava. A two-day event built to share where the company was heading next.

Marketing landed on the theme "Progress, Together." As Creative Lead (Copy), my job was to turn that into language that actually worked across the entire experience. I built the voice framework and rewrote (or refined) every touchpoint to make sure it felt cohesive: keynote scripts, launch videos, signage throughout the venue, on-site activations, the event website, emails, social posts, and the storytelling that followed after.

The goal was simple: make it feel like one brand showing up, not 15 different teams talking over each other.

Marketing set the theme of Progress, Together. I made it come to life by aligning exec scripts, then shaping the keynote deck into a clear journey where the story and the slides actually matched.

Sometimes that meant simpler language. Once, it meant we needed to simplify the product before the event. So we did.

The Narrative Spine

A dark background featuring two smartphones with bright, glowing screens displaying event information for Camp Strava 2024, with an orange banner overlay and a stylized Kudos thumbs up figure on the right.
A gumball machine filled with colorful plastic gumballs, with a sign on it that reads, 'Take a piece of Camp Strava with you,' set on a white tablecloth-covered table against green foliage background.
A black school bus with the text 'CAMP STRAVA' on its side, parked outdoors with trees and cloudy sky in the background.
Man standing on stage giving a presentation with three large smartphone screens displaying fitness and workout data in the background.
A panel discussion at a conference with two people seated on stage and a large screen behind them displaying the words "Progress Together" and images of speakers Nicholas Thompson and Gabby Thomas, with the Strava logo and event title "Camp Strava".
Conference room set up with rows of chairs facing a stage with four chairs, a podium, and large digital screens displaying 'Strava' branding and images of athletes.
A woman with curly black hair wearing a brown leather jacket and light-colored top, standing on a stage with a large red and green background, speaking and gesturing with her hands.

The voice system showed up everywhere: website copy, attendee badges, words on the walls. The goal was to make it feel like one brand talking, not a dozen teams and external partners working in silos.

The language felt like a living part of the brand for people to experience from start to finish.

World Building

A large outdoor collage poster featuring various images of people biking, running, and participating in outdoor activities. The poster includes text and logos related to Strava, a fitness tracking app, and mentions of cycling clubs, running events, and outdoor community activities, with a focus on celebrating outdoor sports and fitness.
Sign for Camp Strava with an arrow pointing left and a group of people walking on the sidewalk near trees and bushes.
T-shirt with various stickers and badges related to Strava and a schedule for a camp. Include stickers with phrases like 'Local Legend' and 'Strava or it didn't happen,' along with a character sticker and a lanyard with a name tag.
Two yellow perforated balls sitting on top of a white Surface Studio device with a red circular logo and text indicating the Strava Pickleball Club.

A word
from our campers

Group of five women with bikes, wearing helmets, posing and smiling outdoors in a parking lot.
Two people are relaxing on the grass at a cycling event, with a large promotional backdrop behind them. The background features various logos and images related to cycling and running, including event branding for Strava and Camp Strava 2024.

Creative: Strava’s In-house Team + FNTech + BiBrave
Executive Creative Director: Khoi Phan
Design Lead: Jane Koo
Film Lead: Matt Lucier
Motion Designer: Grant Hoki
Creative Producer: Katrina Lofaro