LucidStateCase study / 2022
A city-scale running campaign brought together through motion and animation.
The Sanlam Cape Town Marathon campaign connected the energy of the city, the scale of the event and the focus of an individual runner in one flexible motion system.
01 / The challenge
The campaign needed to hold both the collective energy of a major race and the individual momentum of each participant. It also had to remain consistent across multiple formats and durations.
02 / The approach
We built one motion language from 3D elements, graphic animation and the campaign artwork. Its pacing and transitions could move from the hero film into shorter campaign cuts without losing the character of the event.
Watch the work
Capabilities