Craft Sportswear's latest campaign, 'Run. Like Weâre Meant To.', marks a significant shift from typical product-focused advertising to exploring the deeper, primal motivations behind running. It features ultrarunner Tim Tollefson, who embodies the evolution from modern athlete to a more instinctual ancestral figure. The cinematic journey showcases the raw essence of movement, reinforcing that running is not just a physical activity but a fundamental survival instinct etched in our DNA. This narrative encourages a deeper connection to the act of running, beyond gear or statistics.
Craftâs creative reset, 'Run. Like Weâre Meant To.', takes a primal approach to running, emphasizing the inherent human instinct to move and survive.
Through Tim Tollefson's transformation into a primal figure, Craft illustrates running as an inherited survival instinct rather than merely a sport.
Directed by Filip Nilsson, the film deeply connects with the audience by focusing on the raw emotion of movement, stripping away modern distractions.
The narrative encourages viewers to reconsider why we runâhighlighting that the need to run is an instinct deeply rooted in our DNA.
Collection
[
|
...
]