Overview /
The transformation of Men’s Health Survival of the Fittest (MHSOTF) into a recognisable national brand required balancing the event's raw intensity with a sense of approachable motivation. The strategic challenge lay in lowering the perceived cognitive and physical barriers to entry, ensuring the communication felt inclusive and encouraging so newcomers felt capable rather than intimidated.
A flexible creative system allowed this identity to translate seamlessly across editorial, digital, and live environments, maintaining a consistent narrative of momentum from initial registration through to race day.
Role /
Creative direction and systemic oversight across all campaign, event, and editorial touchpoints. This involved translating the core event identity into a scalable suite of assets that integrated print promotion, digital communications, and on-site experiential branding. Coordination across editorial, marketing, and production teams ensured a unified visual and narrative logic was delivered consistently across five UK locations.
Brief /
To engineer a cohesive, scalable campaign system for the world’s largest urban obstacle race series. The requirement was to promote physical intensity while remaining accessible and motivating, ensuring a clearly structured user journey across digital training materials and high-stakes live environments.
