Strava / Year in Sport 24
Brand / Strava Time / November - December 2024 Role / Associate Creative Director
Strava’s Year In Sport is our annual celebration of movement, a global recap that captures the achievements, milestones, and moments shared by millions of athletes. In 2024, for the first time, we expanded access to include both free and subscription users, and brought the entire campaign in-house, from concept to final delivery.
Our challenge was to craft a paid media campaign that inspired people to explore their personal Year In Sport within the Strava product. We developed a narrative rooted in authenticity, highlighting remarkable real-life moments recorded on Strava throughout 2024, from a proposal at the Paris Olympics to a woman who even logged her childbirth. These stories showcased the powerful, human side of movement that defines Strava.
Creative insight
People ultimately want to feel a part of a community.
Creative idea
This is a celebration of the world’s biggest team – 140 million people who shared epic, fun and downright outrageous moments on Strava.
Visual direction
Since Year in Sport is a celebration of personal achievements and milestones, we leaned into a scrapbook-inspired visual direction, a layered, tactile world that builds each story as the narrative unfolds. Centering user-generated content gave the campaign an authentic, dynamic energy that perfectly complemented this “scrappy” aesthetic. Alongside UGC, we incorporated elements from Strava’s product UI, familiar graphic motifs, brand textures, and colors. Stop motion techniques brought these components to life, creating a cohesive, handcrafted feel that mirrored the individuality and creativity of every athlete’s journey.
The results
The result was a suite of paid media assets across 30s, 15s & 6s, that achieved exceptional performance across channels. These videos delivered 8% brand awareness boost with a 92% watch through rate on paid ads, a testament to the resonance of real stories told through Strava’s community.
Credits
Executive Creative Director / Khoi Phan
Associate Creative Director / Georgie Griffiths
Senior Creative, Video / Matt Lucier
Senior Creative, Copy / Eddie Carrillo
Head of Design Ops / Katrina Lofaro