To help Brooks Running release the Levitate 5, featuring the brand’s best energy-return technology yet, we focused on its ability to transform you into your Runner Alter Ego and help you crush your fitness goals.

We anchored the campaign with videos using the tried-and-true movie trailer “Coming this Fall” trope, and on launch day released a quiz that would help runners discover the Alter Ego they’d adopt when they’d step into the Levitate 5.

We also launched a global AR component to bring the Alter Ego experience to people on the go or shopping inside third-party retailers like DICK’S Sporting Goods or Fleet Feet. The experience allowed them to experience the power of DNA AMP technology inside the Levitate 5, browse the shoes and play an interactive game to give them a more hands-on, personal experience with the shoe.