Brand / Strava​      Time / August - September  2024​      Role / Associate Creative Director

In August 2024, we set out to create a series of TikTok-first paid media videos aimed at driving top-of-funnel awareness among 25–35-year-old active audiences. The challenge was to communicate the value of Strava in just 15 seconds — blending authenticity, clarity, and the playful, fast-paced nature of the platform.

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We cast real Strava users to tell genuine stories of how the platform fits into their active lives, ensuring every frame felt relatable and true to our community. The creative approach leaned into TikTok’s native language — quick cuts, humor, and human energy — designed to stand out in a feed built for scroll-stopping content.

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As Associate Creative Director, I led the team from concept development through production and final delivery. Despite working with a lean budget, we produced a campaign that achieved strong awareness and engagement across platforms — proof that authenticity and sharp creative can outperform scale when executed with intent.

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Credits / 

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Executive Creative Director / Khoi Phan

Associate Creative Director / Georgie Griffiths

Senior Creative, Video / Matt Lucier

Senior Creative, Copy / Michelle Turpin

Design Ops / Katie Torman​