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The Boston Marathon footage was then re-purposed to create these seven, 15-second spots for social networking, broadcast tv and the web.
This one's called Heartbreak Hill.
These spots were used to inspire consumers to send in their own version of the Saucony campaign, "We Know _______ Because We Run".
Though Jay is usually directing camera crews, often times he'll shoot the piece himself - as he did here - in order to achieve a level of intimacy not possible with a crowd of technicians.
It's less expensive and can elicit more authentic responses - personalized stories that tap directly into the brand experience.