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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Strava Pays Tribute to The Good, Bad and Ugly of True Amateur Athletes

23/08/2017
Production Company
London, United Kingdom
141
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Mike and Steve of Archer's Mark direct 'Athletes Unfiltered' campaign

Archer’s Mark directing duo and co-founders Mike and Steve direct the new ‘Athletes Unfiltered’ campaign for Strava.

Capturing intimate moments with authentic realism, the pair got up-close and sweaty with a variety of athletes - from ultra-runners to alleycats - during their respective activities.  

This new campaign challenges the curation and negativity often found on other social networks, and celebrates the honesty and community shared between amateur athletes on Strava. 

The casting process was orchestrated through the Strava app itself, bringing a strong sense of authenticity to the film - an energetic montage following real Strava members throughout their training routines.

The Campaign was shot on location in the South East and New York. The hero film will be distributed digitally and be followed by 12 further shorts, focusing on different themes with the same ‘unfiltered’ messaging. 

Director Mike Brett says: "We’d collaborated with Strava on their 2016 ’Strive' campaign and it was genuinely one of the most enjoyable projects we’d ever worked on. So when they invited us pitch again on this year’s ‘Athletes Unfiltered’ campaign, we leapt at the chance."

Director Steve Jamison says: "It’s honestly as rewarding a creative relationship as we’ve ever had with a client and always felt like we were pulling in the same direction. Brand Director Ian Mathias, and the wider creative team from Strava, were both challenging and supporting in a way that helped Mike and I squeeze the absolute best out of every interview or shoot set-up."

Having made a name for themselves co-directing sports content for the world’s biggest brands such as Nike, Adidas, Samsung and Footlocker, Mike & Steve made a feature film NEXT GOAL WINS which garnered huge critical acclaim, winning a range of awards including the BIFA for ‘Best Documentary’.

Gareth Nettleton, VP of Marketing at Strava, said of working with Mike and Steve and Archer’s Mark: “Athletes Unfiltered is all about the diverse set of characters that make up the Strava community. So when we were considering creative partners to help us draw out these characters, and the amazing stories they have to tell, Mike and Steve seemed like such natural partners. Having worked with them before we knew that the twin combination of their sports experience and previous documentary work would result in some truly powerful films. And I believe that's exactly what we have.“

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