The Makings of Greatness
The Setup
When Strava partnered with Oura Ring to integrate sleep and recovery tracking, we had a problem: how do you make rest feel as worthy of celebration as a PR?
The insight: greatness doesn't just happen in the highlights. It happens in the small, unglamorous, often invisible work that leads up to them. The sleep, the stretching, the recovery.
"The Makings of Greatness" positioned rest and recovery as essential, not optional. And it celebrated process over outcome. We built the campaign around real Strava athletes who lived it daily. No influencers, just everyday people with extraordinary commitment to the “unsexy” parts of training.
I led from strategy through launch, shaping the concept, sourcing and interviewing talent, and writing across the campaign ecosystem: films, go-to-market messaging, and social that kept the conversation going
Product Integration Launch
Athlete Films
If there’s one thing I can do, it’s get people to talk.
We had the pleasure to interview real Strava athletes in Los Angeles and New York to see how rest and recovery are key to their training.
Emails & In-App Posts
Social
Throughout the campaign, we kept our audience engaged on social with short, shareable snippets that lived on IG and TikTok.
Event
We closed the campaign with what we preach: a 50-person movement event in Venice with women athletes of all abilities, proving that greatness isn't about ability level, it's about showing up for the work.
Creative: Strava’s In-house Team
Executive Creative Director: Khoi Phan
Creative Director: Genevieve Pearson
Best Co-Writer EVER: Jeanne Mack
Senior Art Directors: Jess Schiazza & Anton Schulz
Film Lead: Matt Lucier
Motion Designer: Georgie Griffiths
Creative Producers: Katie Friedlander