On Running x Christian McCaffrey
Injuries are daunting and can get in the way of fitness. How can we help people get over the hump?
Together with Christian McCaffrey, an athlete well versed on the field and in recovery, we help people reclaim their motivation and continue their fitness journey with confidence.
With Christian’s professional insight we’ve created a complete road map- an app with several workouts for recovery as well as other tips that are useful for the body on “rest day”.
Staying on track has never been easier.
My Role: Concepting, strategizing, mock-ups and art direction.
DIGITAL: THE APP
A fitness app to help you recover and keep you on track.
Light stretches are another example of routines that we will instruct our users, helping them to recover their bodies and avoid injuries.
Aside from the exercise routines created with the help of Christian McCaffrey, the app will include several other tips that can help the user on rest days, such as meal prep.
To help create awareness for the app and the campaign we will display pop ups at the end of each week. They’ll be correlated to the recovery routine that the user has followed for the past 7 days, and will only be unlocked if the user completes all tasks during the week.
EXPERIENTAL: UNLOCKING THE POP-UPS
Bringing the app into the real world.
Recovering On Clouds
For the first pop-up we will create a tech based “headquarters”, allowing people to do a series of tests to understand the anatomy of their step/walk, and how that knowledge helps them choose the right shoe for exercise. The pop up will be located at the ON store in New York.
Bend So You Don’t Break
For our second pop-up, we will have a stretching tent in Central Park with state of the art equipment, the same ones used by Christian. We will also have professionals to help instruct people on the technology's use and how it can help you recover muscle and prevent injuries.
Nourish So It Can Flourish
A pop-up designated to instruct people on how to adapt their diets to their body weight and the kind of exercise they will perform that day.
Break a Sweat
For the final pop up we will have portable saunas and massage therapists to help our users relax and enjoy their accomplishments after 23 days.
SOCIAL MEDIA: INSTAGRAM
Further bringing your experience into the real world through social posts by Christian and On Running.
To help the awareness around the campaign, we will have posts promoting the app both in Christian’s and On Running’s Instagram feed.
OOH: POSTERS AND BILLBOARDS
Reaching our audience while they’re on the go.
We will have OOH placements near sporting arenas or gyms that encourages our audience to join the challenge.