To celebrate a new release of the NIKE Joyride, a shoe specifically designed to support first-time runners, the iconic brand gathered a focus group of Los Angelinos who don’t like running and asked them to embark on a four week training journey testing the shoe. Director Dylan Knight created the initiative’s campaign, which combines a collection of playful interview snippets into a colorful and candidly human film.
Director & Editor: Dylan Knight
DP: Ben Goodman
Music/Sound: Jolin Ras
Color Grade: William Christensen
Agency: The Neue School
Producers: Bradley Alexander & Angela Choe