Archer’s Mark directing duo and co-founders Mike & 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. “
About Archer’s Mark
Archer’s Mark is an award-winning and multi-disciplinary production studio founded by directing partners Mike Brett and Steve Jamison. With deep expertise across Commercial, Feature and Interactive arms, they are renowned for creating bold, innovative and strongly authored work for a wide international audience. Their last feature ‘Notes on Blindness’ was nominated for 3 BAFTA’s and won ‘Best Documentary’ at the British Independent Film Awards. With a roster of 15 directors, they recently recruited Nicky Flemming from Another Film Company as Exec Producer and Ben Whitfield from Firecracker as Exec Producer. See more here: www.archersmark.co.uk
Strava is the social network for athletes. The mobile apps and website connect millions of active people every day. All athletes belong on Strava, no matter where they live, which sport they love or what device they use. Join the community at strava.com. Some of their favourite stats: · 16 activities uploaded every second, 11 million every week · 600+ professional athletes are on Strava · 1 million athletes join every 45 days Use #AthletesUnfiltered to join the Campaign.
TITLE : ATHLETES UNFILTERED
PROD CO: ARCHER’S MARK
DIRECTORS: MIKE BRETT AND STEVE JAMISON
DOP: XAVIER AMOROS
PRODUCER: PAUL UPTON
EDITOR: BEN CANNY
VP OF MARKETING - GARETH NETTLETON
BRAND DIRECTOR - IAN MATHIAS
CENTRAL MARKETING LEAD - ANNIE VRANIZAN
BRAND DESIGN LEAD - HANNAH BAILEY