LATE SHIFT
LATE SHIFT is a run club concept built around the hours when the city changes pace. The campaign follows runners through wet streets and late night meeting spots, bringing movement, music, and people into the same world. It treats the run as more than exercise: a reason to find your people, take a different route, and make the night your own.
Deliverables
Creative Direction
Campaign Concept
Image Production
Date
2026
Industry
Sport + Community
LATE SHIFT turns “MORE THAN A RUN” into a campaign about belonging after dark, using city lights, electric lime, and the energy of a group in motion to make the night feel open to everyone.
The visual language moves between the anticipation before a run and the rush of being out together. Close portraits, group shots, wet pavement, and direct flash make the campaign feel close to the action. Electric lime, oversized lettering, and star graphics connect the imagery, running gear, and campaign posters. The posters turn “SAME ROUTES. DIFFERENT PEOPLE.” into a bold invitation to join the club.
The run was the starting point. The people, music, meeting spots, and moments between strides became the world around it. LATE SHIFT is about showing up after hours and finding something worth coming back for.
Tools + Production
Nana Banana 2, Chatgpt Image 2, Suno AI