CAMPAIGN: IT WILL MOVE YOU
AGENCY: MADWELL

Every year, NYC turns out in force for the marathon. But NYRR, the organization behind the race, noticed that TV viewership had been declining. The brief to Madwell was simple: reverse that trend.

It Will Move You was our visceral hook. A modular messaging structure allowed us to play to the entire spectrum of human emotion. The TVC came together using footage from the NYRR archive, backed by a pulsing drumbeat and an unmistakeable CTA on what to do: tune in.

The campaign worked—hard. It was so successful that NYRR continued running it for years afterward, on bus sides & kiosks, OOH, TVC, and at the race itself.

WHAT I DID:
Pitched the business • Campaign concepting & creative development • Copywriting