Concept: Runners head games. Mental fuel extracted from their surroundings is a common way for runners to push themselves.

Buried
When exhaustion gets tired.
When agony doubles over in pain.
When defeat waves a white flag.
I will still be out here.
Running.

I am what I am
Rbk

Gust
Sometimes the wind is against me.
I breathe it only because I have to.
I suck it in and spit it out cursing.
But today we’re going the same way.
And it’s everything I can do
To stay on the ground.

I am what I am
Rbk

T-Rex
He’s got me on stride.
He’s got me on speed.
His jaws could crush a hatchback.
So he’s got that too.
But I’m tenacious.
And I’m pretty sure
I got him on distance.

I am what I am
Rbk

Shark
I hunt runners for sport.
I chase them with grim persistence.
I hear their failing steps and smile.
I am the shark the other sharks fear.

I am what I am
Rbk

Agency: mcgarrybowen, New York, United States
Creative Directors: Lew Willig, Mark Koelfgen
Art Director: Lew Willig
Copy Writer: Mark Koelfgen
Photographer: Kai Uwe Gundlach