BEHIND THE SCENES: RUN TOGETHER FOR ENGLAND ATHLETICS
BEHIND THE SCENES: ENGLAND ATHLETICS CAMPAIGN
LOCATION: St Helens & London
DELIVERABLES: Package of stills, 60 sec Hero edit, looping landing page edit + 5 social edits
OUTLET: Client website & social, 3rd party, print for exhibition.
I shot the launch campaign for England Athletic's community run programme, Run Together, back in 2016. The imagery continues to sit across their channels, which is great because it proves we did a great job however in digital content terms, 4-5 years is a long time and calls for a refresh.
Now spanning 160,000 + runners across over 3000 groups nationwide, EA got in touch during lockdown 1.0 about capturing new stills content to update what the programme offered and focus on new aspects including mental wellbeing, diversity, men communicating together (we're notoriously rubbish at expressing our feelings) and social aspects around the running groups.
Since 2016 I have incorporated video content into the service I offer clients and suggested to EA that this was an ideal opportunity to capture both alongside each other. Working with real runners, most of whom were busy working parents and giving up their time for the love of their running group, I proposed a format of shooting that meant we could make the most of the short time we had and come away with the goods.
Having taken onboard the Client's needs, I went away and sketched some frames which incorporated these pillars and brought what the film would capture to life. I've always found sketching daunting, because mine is so awful, but invariably Creatives and Clients always appreciate being able to visualise what is being promised. Accompanied with an outlining narrative arc or storyline (fortunately this content did not follow a chronological line but could jump between scenes) I find it instils confidence across the board, not withstanding helping me communicate to the DoP and creative team I assemble what we're after.
Enlisting a filmmaker in the shape of Pete Sheath, a multi-talented and really enthusiastic guy, I knew we would be able to shoot alongside each other without getting in frame, sacrificing quality of content whilst still allowing me to oversee creative production on location. In short, I could tie Pete to the back of my 4x4 and drive him down a closed road to capture fresh angles of group running.
Shooting with real runners was a prerequisite and a refreshing change from working with models and elite athletes. Obviously it has it's challenges; varied running form, those not familiar with being in-front of camera but the fact we were promoting real running groups and not a polished product, allied with the authentic style I was keen to shoot this in worked in our favour.
The client was really happy with the outcome, so much so I was called in for a second shoot in London to add further diversity in location and runners.