“Unlock Ultra” for X-Bionic
Not everyone can run a marathon. Fewer still can conquer the ultra distance, and yet, this is exactly what we had in mind when launching the TerraSkin X03. Compared to its predecessors, this model is the most democratic choice of them all. With a wider fit and more balanced cushioning, this trail shoe adapts to almost any foot. The result: Ultra-trail running has just become accessible to a whole new range of runners. I even tested it myself and ran my first Ultra in it.
Of course, the X03 doesn’t mean that Ultras suddenly become easy. This is exactly what we highlighted in our campaign: grit, grind, and beauty in every step. Through eye-catching assets, we captured these raw emotions and explained the underlying technology in a full-fledged 360° campaign.
Selected assets:
Summoning the Grit
The campaign’s centerpiece follows a runner pushing through the grueling reality of an ultra-marathon. He runs through it all. Up and down. Conquering not only the terrain but also his own limits. As he pauses for a split second, a single question emerges, pointing to the inevitable answer: Why stop when you can run further? And this is exactly what the feeling of Unlock Ultra is all about.
Credits
My role: Concept, Copywriting, Campaign Lead
Copywriter: Mike Stuart
Art Director: Deborah Stoleru, Tristan Paviot
Social Media Manager: Fleur Droog
Head of Marketing: Peter Jaray
Production & Co-Concept: Farbfilm
Director: Burak Erinmez
DOP: Bernardo Infante
Photographer: Lukas Saxer
Production assistant: Alina Graber
Producer: Yanik Zollinger