Nike x Løberen
Breaking40: A Storytelling Triumph for the Alphafly 3 Launch
This case study unveils how a creative, story-driven approach, centered on human endeavor and the groundbreaking Nike Alphafly 3 Prototype, catapulted Løberen into the spotlight.
Dive into how I transformed the Alphafly 3 Prototype launch into a relatable, human story, connecting with audiences far beyond the usual tech specs. It's a tale of strategy, speed, and the captivating power of storytelling in branding.
Project Title: Breaking40 with Løberen & Nike Alphafly 3 Prototype
Client/Company: Løberen
Date: January 2024
Objective: To create a buzz and hype around the launch of Nike's Alphafly 3 Prototype through engaging content on Løberen's Instagram, enhancing the brand's visibility and appeal.
My Role: Creative Director, Brand Strategist, and Videographer/Editor.
Approach/Strategy: Opted for a story-driven approach centered around Andreas, the CMO of Løberen, and his attempt to complete a 10km run under 40 minutes, paralleling Nike's "Breaking2" narrative.
Process: Filmed the event on New Year's Eve, capturing Andreas's challenge during the "nytårsløbet" run. Emphasized on storytelling over technical specifications of the shoe to connect more deeply with the audience.
Outcome/Results: The video garnered over 15,000 views within the first 24 hours, received international attention, and was shared by influential running account Tim Rossi. This resulted in a significant boost to Løberen's brand recognition and engagement.
Reflection/Lessons Learned: The project underscored the effectiveness of rapid execution and the power of a compelling story in brand promotion. It highlighted the impact of creative content on audience engagement and brand elevation.
Watch 'Breaking40'
Strap in for a quick 52-second thrill with the 'Breaking40' reel. Witness the grit and spirit of a runner's quest to smash the 10K under 40 minutes, all while rocking Nike's latest Alphafly 3s. It's a short watch with a long-lasting impact. Ready, set, go!
The Breaking40 campaign struck a chord globally, capturing not just attention but admiration. Landing a shoutout from Tim Rossi, the NYC running guru, for our 'Breaking40' project was a sweet spot in the campaign's stride.
It wasn't just any mention — it was like a virtual fist bump from one of the coolest cats in the running community. His share on the Alphafly 3 launch wasn't just about the numbers; it was a nod to the power of story we managed to weave into every frame. It's moments like these that remind me that a good story well told can indeed go far and fast.
