We developed a creative campaign to raise awareness around runner safety and etiquette to influence and create behavioral change with our NYRR runners — isolating bad behaviors to make everyone's experience safer and better. It had to take on a light-hearted tone to entertain and create engagement, be mindful of diversity and be scalable to long-lasting, cross-platforms storytelling. 

We developed monsters illustrations which in combination with tongue-in-cheek taglines written by Jaydee Jana, creates accountability without pointing fingers. 

It makes for a story the runners will remember while putting a smile on their face. 

Characters Studies

In Situation:

 Race Course, TCS New York City Marathon Expo, Airb'n'b Brooklyn Half Expo

Character Studies

In Situation: 

NYRR Run Center, United Airlines Manhattan Half Start Village

Characters Study

 

Digital Applications

Alternate Direction Using Animals Illustrations