Strava / Subscription Rebrand
Brand / Strava Time / March - May 2025 Role / Associate Creative Director
In May 2025, Strava unveiled a redesigned subscription experience, elevating it into a more premium and personalized product offering. To bring this evolution to life, my team and I were tasked with creating a campaign that embodied the same level of craft and sophistication.
Creative insight
There's no bigger rush than that exact moment you finally hit that goal you've worked for.
Creative idea
Show the feeling of a Strava Subscriber hitting their goal. Every 19 seconds.
Visual direction
We used three distinct visual techniques throughout the films: first, a handheld camera shooting style; second, UGC footage that breaks the fourth wall; and third, moments where our product naturally showed up. Together, these elements will help the film feel authentic and real.
We'll also incorporate visual cues related to the Subscription to signal the newness of the offering.
The results
The result was a series of cinematic films spotlighting three Strava athletes, each telling a deeply personal story of perseverance, progress, and pride. We set out to capture the full emotional spectrum of an active life: the highs, the lows, and everything in between. Because no journey is ever linear, and no achievement comes without challenge.
As Associate Creative Director, I led the team through every stage of the process, from concept development and scripting to art direction, production, on-set creative direction, editing, and motion design, ensuring the final work reflected Strava’s spirit of authenticity and human connection.
The metrics
Credits
Executive Creative Director / Khoi Phan
Creative Director - Copy / Alexander Riezebeek
Associate Creative Director / Georgie Griffiths
Senior Creative, Video / Matt Lucier
Senior Creative, Copy / Eddie Carrillo
Head of Design Ops / Katrina Lofaro
These videos reached significant targets reaching 27.5 million impressions across our social channels. As well as delivering significant lifts in brand awareness (2.2%), AD recall (3.5%) and on new registrations to our app (16%).