April 2025
Zalando–Redefine Winning
creative direction, script writing
Another one for the books with my partner in crime Roberto Brundo and Joey from Pretty Good, this time for Zalando Netherlands.
Our mission was to create a digital-first running campaign that positioned Zalando as the go-to multibrand destination for running gear in the Netherlands.
The campaign set out to challenge the way we define winning. Too often, it is about being the fastest or going the farthest. We wanted to shift that narrative by celebrating progress over perfection and inspiring runners to focus on their personal best.
A highlight for me was teaming up with our good friend YEEIID, who brought his signature energy and precision to the campaign film.
Every finish line is yours to define.
Created for Zalando Netherlands, the Redefine Winning campaign shifts the focus from competition to personal progress, celebrating the courage it takes to show up, no matter the distance, pace, or experience level.
The campaign film brings this idea to life with a raw yet uplifting energy that blends performance and lifestyle. Capturing runners in their own environments and highlighting their milestones, the film reflects the authentic spirit of the running community.
Rather than glorifying the fastest or the strongest, the narrative emphasizes the discipline to start, the perseverance to keep going, and the joy of reaching your personal best. It’s a story that inspires every runner to embrace progress over perfection and see every step forward as a victory.
