Strava / Gifting
Brand / Strava Time / November 2025 Role / Associate Creative Director
At the end of 2024, additional budget allowed us to amplify our seasonal holiday campaign, this time, to introduce the ability to give the gift of Strava. We wanted something bold, unexpected, and capable of cutting through the noise of an oversaturated holiday season.
Creative insight
Everyone wants a little extra help in the holiday season, anything to make gift buying easy.
Creative idea
Create a playful, tongue-in-cheek campaign designed for last-minute shoppers in need of a lifeline, enter The Strava Panic Hotline. We brought the concept to life by personifying a fictional hotline that humorously reassured panicked gift-givers that the perfect present was just a Strava subscription away.
To extend beyond our set of paid media assets, we created a series of organic social videos for TikTok, short, character-driven pieces that leaned into the humour and chaos of last-minute gifting. These videos brought The Panic Hotline personality to life in snackable, scroll-stopping moments, helping the campaign gain traction organically and build a deeper emotional connection with our audience.
As Associate Creative Director, I led the team from concept development through production, overseeing ideation, scripting, art direction, on-set creative direction, editing, and motion graphics. Working to an extremely tight three-week turnaround, we transformed the idea from pitch to final campaign in record time, delivering a standout piece of festive storytelling that balanced wit, brand warmth, and seasonal energy.
The results
We exceeded our goal selling over 10,000 subscriptions and our total reach hitting over 12 million across our social channels.
Credits
Executive Creative Director / Khoi Phan
Associate Creative Director / Georgie Griffiths
Senior Creative, Video / Matt Lucier
Creative, Copy / Michelle Turpin