Strava

Strava's first US brand campaign. No pressure. The brief was clear: show athletes that Strava isn't a highlight reel. It's the one place you can be unfiltered, unedited, and completely yourself. What wasn't clear: how to navigate a creative process involving 50+ concepts, a CMO change mid-production, and starting over after we'd already shot in Austin. (YIKES!)

Midway through production, we got a new CMO. The work we'd developed previously, "Where Your Movement Lives", was shelved. We started again. The new direction, "Make Your Move," wasn't our first choice. But it had potential: a dare. A way to tell athletes, "Stop overthinking. Just get after it." My job became figuring out how to make that idea feel as authentic as the original brief demanded.

"Make Your Move" became less about bravado and more about permission to show up imperfectly, be unfiltered, and let it all out without apology. I led creative strategy and execution alongside my design partner, Jane, navigating executive stakeholders, managing the pivot, and writing every touchpoint: OLV scripts, paid spots, radio, OOH, in-app challenges, go-to-market comms, and social.

We filmed in LA, brought in real athletes from local run clubs (not actors), and built a campaign that worked across every channel Strava lives in. The work wasn't perfect. But it was honest. And it performed.