BACKGROUND
This project was for an independent running brand and coaching community. The goal was to attract recreational runners who feel stuck at a plateau by telling a specific, credible improvement story rather than a generic success narrative.
I wrote the full video metadata, thumbnail brief, and a detailed interview outline structured around a real runner's progression, with guidance on where to let the conversation breathe and where the emotional centerpiece lands. The specific race times in the thumbnail were a deliberate choice over vaguer formats because number-led thumbnails consistently outperform in running content. The result was a video designed to feel like a genuine conversation between two people who care about running, not a marketing asset dressed up as one.
