CLIENT
rebel
ROLE
Creative Director + Copywriter
FORMAT
30″ TVC, national
Most sports retail ads sell the finish line. Go The Distance is about everything before it.
Shot in stark black and white, it follows athletes through the unglamorous bits of training: battle ropes, tyre runs, mud, sweat and the long grind across an open field. No product hero shots, no prices. Just the work, and rebel standing alongside the people doing it.
I was copywriter on this one as well as Creative Director.
