Wake up 4am to run? You are a monster.
30k in a rainy day? Monster.
Climb training? Monster.
Runners are monsters.
We start from these truths to create a campaign focused on junkie runners.
The words were constructed as a concrete poetry.
When the theme is shot, the text explodes like a very high heart rate. In the long training, the copy is longer. In the ascent, the words goes up.