Now here’s a creative way to promote a brand and trail running — and have some fun at the same time.
Craft Sportswear, the Swedish endurance sports apparel and footwear brand, recently unveiled its new brand campaign film, called “Run. Like We’re Meant To.”
The creative part comes when Craft reminds everyone that they are all meant to run and does it by transforming ultra-runner Tim Tollefson into a caveman – and then into modern times as he ends his run in a coffee shop. The idea behind it: What happens when we go with our instincts?
That’s the theme in the film — visualizing something we’ve carried with us since ancient times. Because even though today runners use watches, gels and advanced gear, the drive behind each step is the same as it was thousands of years ago. “It’s one of humanity’s oldest instincts,” says the company.
The film, developed by the creative agency Forsman & Bodenfors, follows Tim Tollefson, professional ultra-runner and former member of the U.S. National Team, in the role of a modern caveman. It follows him on an epic run, from the wilderness to the city. It’s a humorous way to portray the feeling of freedom you get when you run.
“There’s something deeply human about running. It’s more than a sport – it’s a way to feel alive,” explains Tollefson. “Stepping into this role was both physically demanding and mentally close to my own experience of running.”
The film also reflects Craft’s belief that running should feel free and instinctive — across any surface. With a history in the road-to-trail category, Craft says it is looking to continue to “inspire runners to move beyond limits, whether it’s on roads, trails or anything in between.”
The film was directed by Filip Nilsson and the caveman transformation was created by special effects artist Arturo Balseiro, known for films like Pan’s Labyrinth and Hellboy. The result is a film that isn’t about performance or specific products, but rather conveys the feeling of freedom in running.
“We wanted to make a film about why we run in the first place,” says Niklas Moberg, head of brand at Craft Sportswear. “We know there’s something more to it. Something that’s felt rather than explained. And that’s exactly the feeling we wanted to capture.”
The film is now live on YouTube: https://www.youtube.com/watch?v=mWbvyEPEtF0
