SP—160 / Sport & fitness · Awareness campaign
START LINE
A creative direction for a beginner race-event campaign.
Concept projectAn independent creative concept for a fictional brand, not commissioned client work.
The hypothetical brief
Develop START LINE, a fictional concept for a beginner race-event campaign. Elite imagery can make everyday participation feel distant or intimidating. The assignment is to make the proposition distinctive across a campaign poster, a social composition, a motion storyboard and a contextual application.
Who it’s for
People looking for a sport, class or community that fits their motivation.
The strategic idea
“YOUR FIRST STEP COUNTS.” is the central creative thought. Open with an occasion the audience recognises and give it a memorable new visual expression. Build energy around the decision to show up. Make the activity and first-session experience understandable and inviting.
The creative direction
An original track-inspired graphic, assertive typography and a #00C853 colour field create the visual language for START LINE. The four compositions change scale, pacing and framing while retaining the same signature.
This exploration demonstrates creative thinking and craft. It has not run as a live campaign, so no commercial results are claimed.
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