Saucony, a performance athletic footwear and apparel company in the United States, has launched “Find Your Strong”, an advertising campaign with print, online, retail and event-marketing components, as well as the brand’s first-ever television spot. The 60 second television commercial features athletes featured in print and other multi-media elements feature images from famed sports photographer John Huet.
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“The Saucony concept of ‘Strong’ is unique and somewhat intangible,” explains Mechanica creative director Libby Delana. “It’s a sense of what the human soul is… it’s the runner, but also the environments explored. It’s more who you are than what you do. In essence, the struggle is what reveals ‘Strong,’ and those human experiences are what we set out to distill and showcase in this campaign.”
The Find Your Strong campaign was developed at Mechanica by creative director Libby DeLana, creative director/copywriter Ted Jendrysik, brand director Arabella Plum, producer Mary D. Hanifin, working with Saucony chief marketing officer Chris Lindner.
Photography is by John Huet.
Filming was shot in Marin County and San Mateo, California, by director Andre Stringer via Shilo, with director of photography Max Goldman, editor Cassidy Gearhart, assistant editor Hedia Maron, rotoscopers Paul Daniel and Djeison Canuto, associate producer Sheina Dao, line producer Jeremy Yaches, head of production Julie Shevach and executive producer Tracy Chandler.