City to The Trails
Long and short form documentary-style campaign for Maverick Race and London Marathon Events
Overview
City to the Trails is an initiative from Maverick Race and London Marathon Events, introducing city-based running communities to trail running for the first time. Standard Play followed the journey from the streets of London to the trails, capturing the people, challenges and experiences behind the transition.
Challenge
The challenge was to tell a story that went beyond introducing runners to a new type of running. We needed to capture the personal journeys within the wider initiative, showing the uncertainty, excitement and sense of community that came with stepping outside their familiar environment and onto the trails.
Solution
We documented the journey through a four-minute documentary film for YouTube, following the communities from their first introduction to trail running through to their first trail event. Alongside the film, we created social-first cut-downs focused on individual community leaders, extending their stories across social platforms and giving the campaign multiple human entry points.
