outroad 2
While working with Altra Running, I had the opportunity to be apart of Outroad 2 shoe’s launch from the start to finish line. I took part in art direction, styling, location hunting, and overall design of campaign as well as putting together the PR kit for Altra x Alexi Pappas.
styling
Since Outroad is a versatile running shoe, the ‘fits needed to play the part as well. With being apart of VF Corp, we were able to utilize brands like Dickies and Vans for apparel. The women’s top needed a little more TLC so inspired by the shoe’s tagline, “run outside the lines” I took scissors to the woman’s shirt to give a more rugged, scrappy look.
quiet on set
When choosing locations we wanted spaces more gritty and overall badass. This style is mainly targeting new runners or minimalists who need a shoe that can do it all. On the day of the shoot, I worked closely with the photographer and art director to capture Outroad’s story by showing the transition of road to trail and the tech features.
in the wild
With all touch points, experience the ultimate versatility of the Outroad 2. Through a captivating blend of lifestyle and product shots, I not only conveyed the sensation of running in Outroad but also highlighted its features and cutting-edge technology.
Email Launch
Email Repulse
Emails were sent out to both purchasers and nonpurchasers, focusing slightly on trail viewers. For new trail runners, it was important to show the technology up close.
Social Animated Launch
Social Static Launch
For social we ran a couple different versions, static and animated. Both versions had the same goal of communicating Outroad’s versatility as a road to trail shoe.
Landing Page Desktop
Landing Page Mobile
From the moment you land on our page, a 3D product viewer awaits, ensuring you get the closest experience to shopping in a physical store. The landing page is designed to take consumers on an immersive journey through the features of Outroad. We showcase the essence of our shoe, not merely as footwear but as a part of your adventure.
my role
Collaborated to develop concept of the campaign, styling, and executed deliverables.
photo & video
Daghan Perker
art direction collaboration
Alyssa Bruno
copy & content
Madison Walsh