As part of Asics' 'Sound Mind, Sound Body' platform, we aimed to create mental and physical space for exercise, even in busy urban areas like central London.

We launched Run The Tube, an interactive experience encouraging commuters to swap their train tickets for trainers, transforming the daily commute into an opportunity for outdoor movement. Designed by American artists Rob Jensen and Warren Trezevan, the 85-meter tunnel featured hoops of light and music that responded to runners' movements, creating a multi-sensory experience.

The campaign, accompanied by online films, received extensive media coverage from Contagious, Little Black Book, The Sun, Time Out, The Express Online, GQ, High Snobiety, The Metro, The Daily Telegraph, and more. It was also Campaign Magazine's Pick of The Week.

Agency: Edelman
My role: concept and copy

Run The Tube Installation